The product has previously been imported in small quantities from the US but Diageo is now launching the brand in Great Britain, backed by a £2m marketing campaign. The company believes the UK market is underdeveloped and predicts Bulleit Bourbon, which will now be available in a larger number of on and off-trade outlets, will "offer an appealing alternative to the few established brands".
O-I's designers in Harlow have updated the original American container to improve its standout in the UK. The "no nonsense" medicinal bottle shape has been retained – a short neck, curved shoulders and a cylindrical body, with the period design reminiscent of America's "old west".
