Diageo To Roll Out Bulleit 10January 11, 2013
Impact “Hot Prospect” Bulleit Bourbon is set to be extended with a higher-proof, higher-priced offshoot, Bulleit 10. The new 10-year-old Bulleit expression is 91.2-proof (the core brand is 90-proof) and will retail for around $45 a bottle, approximately $20 higher than the core brand, depending on the market. It’s expected to hit shelves this month.
Bulleit 10, which will compete with upscale Maker’s Mark extension Maker’s 46, among other ultra-premium Bourbons, follows Bulleit’s introduction of a straight rye whiskey by a little over a year. Bulleit Rye, price-positioned between the original Bourbon and Bulleit 10, garnered a strong following right out of the gate. From 2008-2011, the Bulleit brand nearly doubled in volume to 105,000 cases, according to Impact Databank.