Cape Town, August 31 – Multi-award-winning Bulleit Bourbon will be introduced to South Africans for the first time at the World Class House – from August 28 to September 5 – in a tasting session led by the brand’s esteemed founder, Tom Bulleit.
Guests will enjoy the authentic taste of Kentucky in the Bulleit Lodge where Tom and Bulleit global brand ambassador Tim Etherington-Judge will play host, presenting the brand’s pioneering and entrepreneurial spirit while visitors sample delicious Bulleit Mint Juleps, Boilermakers and Kentucky Iced Teas.
Inspired by a recipe created by his great-great-grandfather Augustus Bulleit 150 years ago, Tom has turned this fabled family secret into one of the fastest-growing small batch bourbons in the world.
“I founded the Bulleit Distilling Co. in 1987 and have loved every minute of it since. The art of making bourbon runs deep in my family and I’m proud to personally share my ancestor’s recipe with people around the world,” says Tom Bulleit, a true entrepreneur who pursued his dream of whiskey making after a successful law career and time in the US military.
Bulleit Bourbon is listed as one of the Top 50 US Spirits brands by Wine Enthusiast and has been “Highly Commended” by the World Whiskey Awards.
As a brand that values innovation, Bulleit is continuously evaluating consumer needs and striving to exceed their expectations by providing a robust portfolio of high quality bourbons and whiskeys while expanding into new markets around the world.
The American whiskey category is experiencing a renaissance where it is becoming more relevant and approachable to a much wider consumer base around the world.
A report by drinks trade show Vinexpo and the International Wines and Spirits Record predicts whiskey sales will soar by 19.3% to 45 million cases in 2015 – the fastest rate of growth expected from any spirit category. American whiskey is leading this international trend with bourbon and Tennessee whiskey growing 10% last year, continuing an extended period of growth. Bulleit Bourbon is the second best-selling premium bourbon and the best-selling rye whiskey in the world.
With more options in the whiskey category, consumers’ palates are also beginning to diversify. While a few years ago whiskey was just something that was sipped, the added flavours and ingredients are opening up consumers to new flavour profiles and experiences.
The resurgence of cocktails continues to fuel innovation throughout the whiskey category, specifically with flavours and rye whiskies. Bulleit Bourbon has become a “go-to” spirit for mixologists because its high rye content allows them to manipulate flavours to ultimately create both original and classic cocktails.
The World Class House will form the unique centre piece to the World Class Bartender of the Year Global Finals, taking place in Johannesburg and Cape Town from August 31 to September 4. The House marks a high point on the luxury drinking calendar – a gathering of global icons and authorities from the sphere of fine spirits under one roof for 10 days.
Bulleit Bourbon will be available for purchase at quality liquor outlets in South Africa from mid-September.
Brandhouse Beverages (Pty) Ltd was formed on 1 July 2004 as a joint venture between Diageo, Heineken International and Namibia Breweries Ltd. It is South Africa’s leading premium drinks company with an unrivalled portfolio of brands across the spirits, beer and cider categories. These include Johnnie Walker, J&B, Smirnoff, Bell’s, Baileys, Jose Cuervo, Tanqueray, Captain Morgan, Amstel, Heineken, Windhoek, Foundry, and Guinness among others.
For more information about brandhouse, its people, and brands visit us at www.brandhouse.co.za.
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About Diageo Reserve World Class™
Diageo Reserve World Class™ is transforming fine drinking experiences and cocktail culture around the world and in the home. The industry’s largest, most credible investment in the luxury on trade, it discovers the next generation of bartending talent who set the latest mixology trends and bring these to the best bars worldwide. At the core is an outstanding, global training programme and internationally recognised platform that elevates the craft of the bartender and builds careers in the industry culminating in an annual luxury landmark week where the Diageo Reserve World Class™ Bartender of the Year is announced. Launched in 2009, over 20,000 bartenders have been inspired and educated in the craft of mixology using the finest spirits in the Diageo Reserve collection. A partnership and collaboration with gurus, media, partners and owners, Diageo Reserve World Class™ is widely recognised as a mark of sophistication and distinction of international fine drinking culture by bartenders and customers alike
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more than 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.