The True Story of How the Brand Got its Start
I’ve known Tom Bulleit since the 1990s and it was under my watch at Seagram that Bulleit Bourbon was developed and launched. Tom is a terrific guy, a real gentleman, and a smart businessman.
I saw some Impact Databank sales information the other day and among the top 10 super-premium bourbon brands, Bulleit is second only to Maker’s Mark in case sales at 1.2 million 9-liter cases (Maker’s is at 1.5 million), but Bulleit’s growth from 2016 to 2017 was 12.7% compared to maker’s 4.7%.
What’s even more impressive is that in 2000 Bulleit sold 180,000 cases while Maker’s Mark sold 1.4 million. At this rate of growth, it is likely that Bulleit Bourbon will surpass Maker’s as the leading selling brand.
So, the brand’s remarkable achievement has been the result of Diageo’s and Tom Bulleit’s efforts. Its launch and positioning in the bourbon market was due to the folks at Seagram.
Its start has always been an enigma to me and I set out recently to get the full story and to refresh my memory.
Let’s go Down Seagram Memory Lane
If you’ve read my book (forgive the shameless self-promotion), you know that Seagram was a whisk(e)y company in a world of vodka, tequila and other non-whiskey products. Starting in the early to mid 90s, the company acquired the distribution rights to Absolut, and at the same time, Captain Morgan and Crown Royal were growing by double digits each month. By the mid to late 1990s Seagram had consolidated its whisk(e)y portfolio to Canadian Whiskies (Crown Royal, VO and its line extension), Seagram 7 Crown, and Scotch brands …