The Kentucky bourbon, which has been available at an abv of 40% will be replaced by the 45% abv domestic recipe.
The bourbon - which costs £27.00, or equivalent – will be rolled out to the rest of Europe (Norway, Sweden, Denmark, Belgium, The Netherlands, Italy, Spain, Greece and Austria) from next year.
Bulleit Rye - which enters the region for the first time priced at £32.00, or equivalent - has 95% rye content against the industry standard of 51%, and also carries an ABV of 45%.
According to Diageo, Bulleit Rye has become the largest selling rye whisky in the US since its launch in 2011.
Bulleit founder Tom Bulleit told DI: “It’s the same product as 12 years ago, which was compatible with European tastes at that time, which was 40%/80 proof. I think it was probably a mistake [to launch a 40% abv variant] but given the evolution of the cocktail culture [in the Western Europe] we wanted to bring back the domestic proof and change the label.”
Nick Temperley, head of Diageo Reserve Brands, GB, said: “In the UK, American whiskey is out-performing total spirits, with the bourbon category in particular showing strong growth.* Both Bulleit Bourbon and Bulleit Rye meet this growing consumer demand for premium US whiskey, while responding to a current trend set by bartenders for rye-whiskey led cocktails.
“With rye being the cornerstone of the Bulleit Bourbon recipe, Bulleit Rye was a natural extension for the brand and we are confident that both our on and off-trade customers will find both whiskeys an exceptional addition to their American whiskey offering.”
