Bulleit Frontier Whiskey Debuts Bulleit Rye 10-Year-Old Premium Whiskey

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 comes at a time when consumer interest in premium and aged whiskeys is on the rise—even as the overall whiskey market takes a dip, even if it’s ahead of most other spirits in the market. Even craft spirits—often positioned as a refuge for even the larger whiskey companies—is seeing sales decline, according to a new report this week from the American Craft Spirits Association.

U.S. spirits hit a record high last year—mostly thanks to American whiskey. American whiskeys (including rye, bourbon, etc.) made up 63% of all U.S. spirits exports—a 9% rise from 2022, hitting a record $1.4 billion, according to a report issued earlier this year by the Distilled Spirits Council of the United States. Thus, the introduction of Bulleit Rye 10-Year-Old likely aims to capitalize on this sustained demand for premium American whiskeys, reinforcing the brand's reputation in a competitive market.

“We’re not just responding to what's happening in the market. We’re actively driving it forward,” Newsum says. “This new permanent expression reflects our ongoing commitment to offering bold, meticulously crafted rye that embodies the depth and character enthusiasts are seeking.”

Reflecting on the new whiskey’s place within the larger portfolio, Newsum says this release complements the Bulleit Bourbon 10-Year-Old, forming a distinctive lineup 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.