Diageo's Bulleit Launches First Bourbon-Rye Blend in 15 Years
Event summary
- Bulleit introduces '87, its first new core expression since 2011, blending bourbon and rye.
- The whiskey is finished with toasted staves and bottled at 45% ABV, priced at $29.99 per 750mL bottle.
- Launch includes a national sampling tour across 15 cities with over 20 events.
- Bulleit '87 will be available nationwide beginning September 2026.
The big picture
Diageo's Bulleit expands its core lineup with a bold blend, capitalizing on the growing demand for premium, innovative whiskey expressions. The launch aligns with broader industry trends toward experimentation and blending techniques, as well as Diageo's strategy to strengthen its American whiskey portfolio. With Bulleit '87 priced competitively alongside existing products, the brand aims to capture both bourbon and rye enthusiasts.
What we're watching
- Product Differentiation
- How Bulleit '87 will position itself against competitors in the premium whiskey segment.
- Market Reception
- The pace at which consumers adopt this new blended expression compared to existing core products.
- Brand Expansion
- Whether Diageo can leverage Bulleit's innovation to strengthen its portfolio in the U.S. whiskey market.