Bulleit Rye 10-Year-Old.
Bulleit Frontier Whiskey is debuting its new Bulleit Rye 10-Year-Old, an addition to its permanent portfolio. This marks the brand’s latest age-statement whiskey, expanding its offerings alongside the Bulleit Bourbon 10-Year-Old.
Jenika Newsum, senior brand manager at Bulleit Frontier Whiskey, says that patience and long-term planning were crucial to the success of this release.
“Creating an aged rye requires a significant investment of time and resources, especially when the product must mature for a full decade,” Newsum tells Forbes. “We had to anticipate the demand for a premium, aged rye years in advance and commit to laying down the liquid long before the market would see it. Overcoming this challenge required a firm belief in the evolving tastes of whiskey lovers.”
Launching the Bulleit Rye 10-Year-Old coincides with growing consumer interest in premium and aged whiskeys—even as the general whiskey market sees a decline, still performing better than most other spirits. Even craft spirits, which large whiskey firms often view as a safe haven, are experiencing a downturn, according to a recent report from the American Craft Spirits Association.
U.S. spirits reached a record peak last year—largely driven by American whiskey. American whiskeys (including rye, bourbon, etc.) constituted 63% of all U.S. spirits exports—a 9% increase from 2022, achieving a record $1.4 billion, according to a report earlier this year by the Distilled Spirits Council of the United States. Thus, the debut of Bulleit Rye 10-Year-Old is likely aimed at leveraging this continuous demand for premium American whiskeys, enhancing the brand’s standing in a competitive arena.
“We’re not merely reacting to market trends. We’re actively influencing them,” Newsum states. “This new permanent addition underscores our dedication to providing robust, well-crafted rye that captures the essence and character that enthusiasts desire.”
Reflecting on the new whiskey’s role within the broader range, Newsum notes that this release complements the Bulleit Bourbon 10-Year-Old, creating a unique collection of age-statement whiskies.
"It’s quite unique to have both a rye and a bourbon of this age available side-by-side," Newsum says.
Aged for a minimum of ten years in new charred American white oak barrels, the Rye 10-Year-Old maintains the company’s signature 95% rye and 5% malted barley mash bill. Bottled at 91.2 proof, Newsum notes that the flavors come specifically from the careful aging process, enhancing a bold, spicy character while adding notes of caramel, vanilla and toffee.
"It’s designed for those who appreciate the nuanced flavor profiles that come with age-statement whiskeys and are eager to explore beyond the ordinary," Newsum says. "It caters to both seasoned rye connoisseurs and curious explorers looking to deepen their whiskey journey with a smooth, yet distinctly spiced, rye experience."
Bulleit Rye 10-Year-Old has already garnered recognition, receiving a Gold Medal at the 2024 San Francisco World Spirits Competition and scoring 98 out of 100 at the 2024 International Wine & Spirits Competition.
The Bulleit Rye 10-Year-Old is now available nationwide, with a suggested retail price of $49.99.
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