Bulleit pulls out big guns with barrel strength release

Bulleit is getting more firepower. The rising star in Diageo’s portfolio of giants is releasing a higher-proof barrel strength version of the popular premium bourbon. The release has been rumored throughout the world of whiskey bloggers for months, ever since a label was approved by federal authorities. Full story

Diageo outlines plans for finishing up its Bulleit distillery


Officials with Diageo PLC have provided an update on the London-based company’s $115 million distillery project in eastern Shelby County. The Sentinel-News reports that two of the project’s six warehouses have been completed, and the entire project is expected to be finished by the end of this year. Full story

Drinkhacker Review: Blade and Bow Kentucky Straight Bourbon 22 Years Old

When we first reviewed the entry-level Blade and Bow a few months ago, we noted that a second expression existed with a whopping 22 year old age statement. It wasn’t available to us at the time, but now we’ve obtained samples and can cover it in full. As a refresher, it’s a wholly different bourbon than the “base” Blade and Bow, but like the entry-level bottling it also exists primarily as an homage to the original Stitzel-Weller Distillery. Full story

Diageo’s Blade And Bow Bourbon To Be Next Collectible Whiskey?

Love them or hate them, you have to give credit to spirits giant Diageo for doing its part to stir the rush of people stripping liquor store shelves dry as they search for anything collectible bourbon. We’ve seen this play out in some of the various Orphan Barrel releases, and I imagine as well the just launched 15 year old I.W. Harper bourbon will fall into this category also. Now coming up to bat for Diageo around this theme is Blade and Bow bourbon. Full story

As competition among bourbon producers heats up, craft distillery added to Bulleit Frontier Whiskey Experience

The friendly rivalry for the hearts and throats of bourbon lovers is about to get more interesting, particularly in Louisville where major distilleries are focusing their tourism efforts. Six months after opening the Bulleit Frontier Whiskey Experience at the historic Stitzel-Weller campus in Shively, Diageo is adding a small still, which will make about a barrel of spirits a week. Full story

Diageo reports soft year despite surge in Bulleit bourbon sales

World spirits giant Diageo released disappointing earnings figures Thursday in London, reporting annual profits of 3.12 million pounds, or $5.3 billion, down 10 percent from the previous year.

Diageo is the world’s largest spirits maker by sales, with net sales of more than $17.3 billion, down 9 percent from the previous year. Diageo makes Johnnie Walker scotch, Crown Royal Canadian whiskey, Smirnoff vodka, Captain Morgan rum, Bailey’s liqueur, Don Julio tequila, Tanqueray gin and Guinness stout. Full story

Orphan Barrel removes the limits from limited production


Stitzel-Weller was closed in 1991 for distilling, but is still used for warehousing, which is a big deal in Bourbon country because the heat and humidity of the warehouse have a strong influence on the flavor. Barrels of whiskey get put in there that don’t end up making it into the blend of Old Fitzgerald or Bulleit, and they just sit there getting older. They are “orphans.” Full story

Diageo Targets the Booming Bourbon Market with Bulleit


Five years ago, Bulleit Bourbon moved 40,000 nine-liter cases with a marketing budget of zero dollars. Now Diageo, the world leader of the premium spirits market with 27% share, plans to launch its award-winning Bulleit brand in 14 new markets across the globe and sell one million cases in the near-term. However, there’s a catch. The company must do this secretly or it risks alienating its most loyal customers: hipsters. Full story

Start hoarding whiskey, a shortage is coming!


Sales of high-priced whiskeys have been on the rise, nearly doubling in the six years leading up to 2013. The growing affinity for brown spirits has been a boon to distillers like Brown-Forman, Beam, and Diageo, as well as many smaller whiskey makers. But demand has started to outstrip supply, and that could spell trouble. With this trend seemingly in full swing, is it time for whiskey aficionados to start hoarding their favorite hooch? Full story

Diageo announces restoration project at Louisville’s historic Stitzel-Weller Distillery


Diageo today announced that it plans to invest an initial $2 million to develop the Stitzel-Weller Visitor Center at Louisville’s legendary distillery. The company will renovate the original administrative building to bring to life the history of the Stitzel-Weller Distillery through artifacts from the site’s archives; a whiskey education section; an homage to the people, land and water of Kentucky; and a celebration of the heritage, brands and people behind Diageo’s award-winning collection of American whiskeys. Read the full press release


Diageo Aims High With Bulleit Bourbon


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

As Bourbon Booms, Marketers Firm Prices And Look To Premiumize

While it’s easy to focus on volume gains in a category that’s added more than 5 million cases to its global total since 2005, the thriving Bourbon segment has been demonstrating even faster growth on the value side, with key players across the industry raising prices and releasing a wide array of trade-up options. According to Impact Databank, the Bourbon category rose 4.5% to 16.7 million cases in the U.S. last year, matching its global growth rate. In the 52 weeks through September 14, Nielsen data shows the segment up 11% by value in the U.S., significantly outpacing its 7% volume advance over the same period. Full story

Diageo to launch new bourbons, doesn’t need Beam Inc

A man walks past a building in the Diageo Shieldhall facility near Glasgow, Scotland
Alcoholic drinks maker Diageo PLC does not need to buy rival Beam Inc, its chief executive officer said on Tuesday, since it is expanding its existing whiskeys and launching new ones.

Diageo has long been seen as a potential buyer of newly independent Beam, since Beam’s array of bourbon whiskies would complement Diageo’s two dozen Scotch brands, which include Johnnie Walker, J&B and Talisker. Full story