Bulleit Frontier Whiskey Introduces New Core Expression: Bulleit '87, The Distillery's First-Ever Blend of Bourbon and Rye
Rhea-AI Summary
Bulleit Frontier Whiskey (NYSE:DEO) introduced Bulleit '87, its first new core expression since Bulleit 95 Rye in 2011 and its first-ever blend of bourbon and rye. Named for the brand’s founding year, Bulleit '87 combines Kentucky-distilled bourbon and Indiana-distilled rye, each aged at least four years, finished separately with toasted American and French oak staves for four to six weeks, then married and bottled in Shelbyville, Kentucky at 90 proof (45% ABV). The whiskey joins Bulleit Bourbon and Bulleit 95 Rye in the core lineup, carries a suggested retail price of $29.99 for 750mL, and is expected in select U.S. retail stores beginning September 2026.
Positive
- None.
Negative
- None.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Jul 14 | Brand campaign launch | Positive | -1.9% | Smirnoff Ice launched a campaign featuring product sampling and Guinness World Records attempts. |
| Jun 29 | Brand platform launch | Positive | -0.4% | Crown Royal introduced a nationwide brand platform with music and community-focused marketing. |
| Jun 24 | Limited whiskey launch | Positive | +0.9% | Bulleit launched a 20-year-old rye limited to 1,776 numbered bottles. |
| Jun 18 | Limited bourbon launch | Positive | +2.0% | Blade and Bow introduced a 12-year-old bourbon with a multi-vat Solera finishing process. |
| May 18 | Brand campaign update | Positive | +2.6% | Guinness refreshed its soccer campaign with packaging and multi-city promotional content. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
DEO's recent brand and product announcements produced mixed 24-hour outcomes, with three positive reactions and two negative reactions.
Key Terms
proof technical
AI-generated analysis. How Rhea-AI works. Not financial advice.
This new whiskey features bourbon and rye finished with toasted staves then married together, creating a bold pour that's built to sip
Experience the full interactive Multichannel News Release here: https://www.multivu.com/bulleit/9411051-en-bulleit-frontier-whiskey-bulleit-87-blend-of-bourbon-rye
Bulleit '87 is the brand's first new core expression since the debut of Bulleit 95 Rye in 2011. This whiskey was designed to be sipped neat to showcase the unique flavor characteristics, and marries bourbon and rye whiskeys in one balanced blend. Named in honor of 1987, the year Bulleit was founded, '87 isn't an age statement. It marks the moment Bulleit Frontier Whiskey first set out to do things differently, a commitment we carry forward every day, as proudly stated on every bottle. Complementing Bulleit Bourbon and Bulleit 95 Rye in Bulleit's three-bottle core line-up, Bulleit '87 brings together the distinctive qualities of both spirits in one new bottle.
Bulleit '87 is bottled at 90 proof and
"If I were to visualize it, it's like a cake," said Phil Gelineau, Whiskey R&D Manager at Bulleit. "The bourbon is your delicious sponge, the rye is like chocolate shavings on top, and the staves are the buttercream that brings it all together."
Bulleit '87 shows up in the brand's signature frontier-style bottle, featuring a bold, striking blue label, a first for the brand, cut on our familiar slant.
"87 brings together everything that makes Bulleit great," said Jenika Newsum, Senior Brand Manager at Bulleit Frontier Whiskey at Diageo. "Bourbon and rye whiskey are at the heart of our brand since its founding and guide our philosophy to do things differently. Now, '87 unites them in one special bottle, balancing our signature bourbon sweetness with our rye spice in a bottle."
Bulleit '87 Whiskey leads with aromas of caramel and brown sugar before opening up to warm baking spices and structured oak. It rounds out with a layered, gentle finish of sweet-and-spicy warmth. We recommend sipping it neat or pouring it over ice – exactly how it was built to be enjoyed.
Not only is Bulleit '87 showing up in stores and bars alike, it's also hitting the road. The brand is taking the new whiskey across the country with a sampling tour, pouring '87 at events in 15 cities like
Bulleit built its name on its high-rye bourbon recipe at a time when it was high-rye bourbons were far less common, then it doubled down with a
The suggested retail price for Bulleit '87 is
Bulleit knows whiskey is best enjoyed with a glass of water and encourages those 21+ to sip boldly and responsibly. For more on Bulleit Frontier Whiskey, visit bulleit.com. Be sure to check out our Instagram @bulleit for more updates and where to purchase the spirit once it becomes available.
21+ Please Drink Responsibly. Bulleit '87 Whiskey.
ABOUT BULLEIT
Founded in 1987, Bulleit Frontier Whiskey was inspired by an old recipe that turned into one of the fastest-growing whiskeys in America. Unlike traditional corn-forward bourbons, Bulleit is known for using a high rye mashbill, resulting in a bold, spicy character that is backed by caramel sweetness and a finish that holds its ground. It offers a distinctive take on whiskies that sets it apart from the start. Our top-selling Bulleit Rye is a direct result of our restless creators behind the bar. They inspire us every day, so we put their dreams into action and created our rye by their request. We know that whatever our amazing bartender community can dream up is worth doing, so we turned a dream into a reality - a brand ethos we take to heart.
At Bulleit, we put our intentions into action at our state-of-the-art distillery in
ABOUT DIAGEO
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan's whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).
For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
Celebrating life, every day, everywhere.
Media Contact: bulleit@hunterpr.com
View original content:https://www.prnewswire.com/news-releases/bulleit-frontier-whiskey-introduces-new-core-expression-bulleit-87-the-distillerys-first-ever-blend-of-bourbon-and-rye-302833474.html
SOURCE Diageo