Is Bulleit 10 a flop?

[dementedavenger]

I'm starting to see an abundance of Bulleit 10 on the shelves (brick & mortar and online) and I'm seeing it at prices as low as $32. I'm wondering if this release is considered a flop at this point. At the very least, it seems the initial price point of $45 to $50 was substantially more than the market was willing to pay.

Thoughts?

[Tony Santana]

Never had it. I was thinking about buying some just because it's supposedly 4R juice, and I wondered on these boards whether whether it might be a viable substitute for good 4R offerings. Someone (maybe more than one person) talked me out of that notion. I see it on the shelves around here. I don't see it flying off the shelves, so to answer your question, yeah, I think it may be a flop.

[petrel800]

I went to a tasting of all the Bulleit products and found the 10 to be decent, but I think the whole table agreed the regular offering beat it heads up, and that wasn't taking price into the equation. It's pretty pricey in my opinion for what it is and how it tastes.

[squire]

To overestimate what customers are willing to pay for your product is an unforgiven mistake.

[Trey Manthey]

I think what you mean to say is:

To overestimate what customers are willing to pay for your product is a chance large companies can afford to take.

They certainly aren't going to try to reach the volume that the NAS bourbon does, but from what I've seen with regards to market penetration in liquor stores and bars, it is probably considered a success. Bulleit is incredibly popular in certain markets, and expanding the product line makes good business sense. Now that some equilibrium has been reached in the distribution/retail channels after the initial roll out last year, you'll probably start to see prices come down a bit.

[mbroo5880i]

The issue with Bulleit is that the big selling point is it contains FR juice. Most people would prefer to buy the real thing for less $.

[MyOldKyDram]

I'm not sure most Bulleitt drinkers know or care that it comes from (for now) Four Roses.

[BigRich]

I think what you mean to say is:

To overestimate what customers are willing to pay for your product is a chance large companies can afford to take.

They certainly aren't going to try to reach the volume that the NAS bourbon does, but from what I've seen with regards to market penetration in liquor stores and bars, it is probably considered a success. Bulleit is incredibly popular in certain markets, and expanding the product line makes good business sense. Now that some equilibrium has been reached in the distribution/retail channels after the initial roll out last year, you'll probably start to see prices come down a bit.

Missed the pun in that one did ya?

[rndenks]

I liked the Bulleit Rye so I picked up a bottle of this for Christmas Eve, and thought it was just okay. I would not buy again for $40. FR juice or not, for $40 I can just buy FR1B!

I don't have all of my notes, but I remember this being very thin. Nothing really jumped out as memorable. I would love to taste it next to the regular offering though.

[squire]

Missed the pun in that one did ya?

Yeah, he did, and I meant it.

[squire]

I'm not sure most Bulleitt drinkers know or care that it comes from (for now) Four Roses.

I'm sure most Bulleit drinkers don't know or care.

[Trey Manthey]

I liked the Bulleit Rye so I picked up a bottle of this for Christmas Eve, and thought it was just okay. I would not buy again for $40. FR juice or not, for $40 I can just buy FR1B!

I don't have all of my notes, but I remember this being very thin. Nothing really jumped out as memorable. I would love to taste it next to the regular offering though.

Bulleit Rye isn't FR.

[Trey Manthey]

I'm sure most Bulleit drinkers don't know or care.

The highest priced FR standard product (Single Barrel) runs $40. The highest priced Bulleit product (10 year) is $40 and it carries an age statement and it's from the same distillery, although lower in proof.

On paper it looks good. Who's done a side by side with FR to see if it's worth it's salt?

[miller542]

I've been waiting for the 10yr to come off the $50 retail here. If others are doing the same, I don't see it moving until then.

They could do what HH did with Bernheim Wheat and just drop the retail price about a year after it rolls out, that might make the 10yr more competitive with the rest in the upper mid shelf.

[squire]

It cost a bit more to age it longer and there's the additional loss from evaporation so I can see a 20-30% higher retail price, but not double. Twice the price is too much to ask.

[Trey Manthey]

It cost a bit more to age it longer and there's the additional loss from evaporation so I can see a 20-30% higher retail price, but not double. Twice the price is too much to ask.

Which specific products are you referencing for double the price?

[squire]

Locally 10 year old Bulleit Bourbon is marked at twice the price of regular Bulleit Bourbon.

[Trey Manthey]

Ah, I thought we were comparing 10 year Bulleit to FR Single Barrel.

[cowdery]

I haven't seen or heard any indications that Bulleit 10 is a flop. It shouldn't be, because it doesn't have to do very much to be considered successful. It's just supposed to be a step-up buy for the Bulleit consumer, like Maker's 46 is for the Maker's consumer.

When you see a lot of something on the shelf, it could be because it came in just a little before you did. If you see a lot of the same thing on the same shelf two weeks later, then maybe it's not selling that well. Or maybe Diageo (unlike some other producers) waited until it had plenty of product in the pipeline to make sure it wouldn't have outs.

And remember, if the product is on a shelf somewhere, that means Diageo already has its money.

As I understand it, Bulleit is more analogous to Four Roses Small Batch, in that it is a combination of a couple of the FR high-rye mash bills.

Edited January 23, 2014 by cowdery

[DrBob]

The highest priced FR standard product (Single Barrel) runs $40. The highest priced Bulleit product (10 year) is $40 and it carries an age statement and it's from the same distillery, although lower in proof.

On paper it looks good. Who's done a side by side with FR to see if it's worth it's salt?

I did a side by side with these. My notes indicate that for the same money just buy the 4R1B:

Four Roses single BBL Tasted Neat, then with an ice cube

$35

Nose: Sweet Vanilla, toffee, a hint of cinnamon

Taste: Up front vanilla, spicy at mid tongue noticeable cinnamon, a hint of toffee, nice sweetness

Finish: Medium long with a slightly sweet spicy tingle that goes and goes

Comments: This bottle took awhile to grow on me, but definitely has a nice taste, very drinkable. Looking forward to trying some barrel strength offerings expected from Susans in Winter 2103. Not a bad bottle at all and something I would buy again. My Rating 8.5/10

Bullet 10 yr Tasted Neat, then with an ice cube

$35

Nose: Vanilla and caramel, something spicy

Taste: Light vamilla and heavy brown sugar, dominated by rye spice

Finish: Sweet at mid tongue, giving way to a medium long spicy tingle

Comments: Very similar to four roses single barrel, not suprisingly as this is sourced from them. Its a decent bourbon, a bit better than the regular expression. Not sure if I would buy another bottle but certainly would drink it if offered. Rating 8/10.

Edited January 23, 2014 by DrBob

[White Dog]

Qualitatively, I find it to be an incredible flop.

[squire]

Yeah, that too. . . . . . . .

[fishnbowljoe]

The issue with Bulleit is that the big selling point is it contains FR juice. Most people would prefer to buy the real thing for less $.

[MyOldKyDram]

I thought it just came out not too long ago that their contract w 4R was up. Thought there was something even officialish from Mr Rutledge. I'm too lazy and have been drinking though, so I won't be looking for it.

[393foureyedfox]

I thought it just came out not too long ago that their contract w 4R was up. Thought there was something even officialish from Mr Rutledge. I'm too lazy and have been drinking though, so I won't be looking for it.