By Amy Looker, editor – National Liquor News

Diageo Australia has revamped the look, flavour and strength of its Bulleit Bourbon range of RTDs.

Marketing manager Andrew Oughton said the refreshed range offered SKUs at three different ABVs and a smoother taste, with the range tied together by the eye-catching orange branding across the packaging.

“In the hugely competitive world of North American Whiskey, Bulleit Bourbon stands as a unique and distinct challenger. With the heritage of the brand being firmly rooted in the frontier of the great state of Kentucky, USA, Bulleit Bourbon has made the call to change its current pre-mix offering,” said Oughton.

“By accentuating the distinctive Bulleit Bourbon orange on the new RTDs, we have clearly married the entire the Bulleit family together to ensure we achieve maximum cut through at shelf. At 4.5 per cent, six per cent and nine per cent ABV, each of the new SKUs deliver the characteristic spice and flavour of Bulleit Bourbon.

Oughton said the inspiration for the changes came from the full strength bottled spirit Bulleit.

“The new pre-mix range represents a reinvigorated offering of the existing Bulleit Bourbon trade mark. Our mission in developing this new range of Bulleit pre-mix offerings is that we deliver that same incredible full flavour and smoothness of our parent SKU, with the different expressions being suited to different occasions.”


The Shout Team

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