Diageo Aims High With Bulleit Bourbon

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Tom Bulleit remembers the reaction from executives at  Diageo when he offered to help out with marketing the whiskey that bears his family’s name: “Tom, we’d just as soon you sounded like a hick as a marketer.”

It was 2001, and Diageo had just bought the wine-and-spirits portfolio of Seagram Co. for $8.15 billion in a joint bid with France’s  Pernod Ricard SA, thereby inheriting Bulleit Bourbon, a little-known Kentucky whiskey with a smattering of devoted drinkers across the U.S. Full story

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