Today’s entry is going to be a benchmark for some craft whiskies to come. In the U.S., we’ve see billboard ads for Bulleit products fairly regularly over the last 10 years. This is a brand with some history (mid-1800s), though it was dormant for 120 years. The brand was reflated in the late 1980s, then sold to Seagrams, which was gobbled up by Diageo.
Diageo’s Bulleit bourbon is centered in two plants, the larger being almost 7 M litres per year. That dwarfs most Scottish distilleries. But that’s not all. This 95 Rye spirit is distilled at another facility, MGP Indiana, a contract distiller. This is a typical arrangement for American whiskies. Whereas in Scotland they have contracted out much of the maltings, cooperage and some bottling and warehouses, in the US, it’s more common that the distillation is contracted out en toto. So what’s a brand in that case? Some ‘producers’ do their own finishing: cask and aging. Others buy the stuff finished and just supply the marketing. Mostly, that’s fluff and sometimes gets them into legal trouble.