Famed American Whiskey Brand Releases Soon-To-Be Coveted Bulleit® 10

     Famed American Whiskey Brand Releases Soon-To-Be Coveted Bulleit® 10

Tom Bulleit's First-Ever Selected Reserve Aged 10 Years to Deliver Elevated

PR Newswire

LAWRENCEBURG, Ky., Jan. 23, 2013

LAWRENCEBURG, Ky., Jan. 23, 2013 /PRNewswire/ -- As the renaissance of
American whiskey endures, the category continues to expand and diversify.
Perhaps no other bourbon has captured the palates of whiskey enthusiasts and
the imagination of mixologists quite like Bulleit® Bourbon. With an undeterred
passion for excellent whiskey, Tom Bulleit, founder of one of America's
fastest growing small batch whiskies, officially announced today the
availability of his selected reserve – Bulleit® 10 Years Old.

(Photo: http://photos.prnewswire.com/prnh/20130123/NY47058 )

Aged in charred American white oak, a select number of Bulleit® Bourbon
barrels were set aside to age for ten years to see how the already
award-winning bourbon would develop. Bulleit® distillers were thrilled to find
that the additional years resulted in a special expression of Bulleit® Bourbon
that provides a rich, deep, incredibly smooth sipping experience that
maintains the inherent character and high rye content for which the Bulleit®
brand is best known.

"I may be biased, but I think Bulleit® Bourbon is incredible at its
traditional age of five to eight years," said Tom Bulleit, "but it's exciting
to see what happened to a select number of barrels aged a little longer. The
result was a special expression of our family's bourbon that exceeded our
expectations and we knew we had to bottle it and share it with our loyal

Balanced, rich and complex with delicate floral notes which have been rounded
through the extra years within the barrels, Bulleit® 10 is russet in color
with rich oaky aromas and hints of vanilla and dried fruit. At 91.2 proof
(45.6% ABV), the newest addition to the brand's portfolio of products
possesses an exceptionally smoky and smooth finish.

Much like Bulleit® Bourbon and Rye, Bulleit 10 is showcased in the iconic
frontier-inspired bottle with a beige label that prominently showcases the
liquid's age. In addition, Bulleit® 10 is housed within a premium box display
that creatively outlines the Bulleit family story and Tom's inspiration for
fine bourbon.

"Bulleit® 10 is a very limited and special opportunity to responsibly enjoy
the bourbon in a refined expression," Bulleit continued. "We are eager to see
its receptivity and are making it available for as long as the supply lasts."

Bulleit® 10 is available nationwide for a suggested retail price of $44.99 for
a 750 ml bottle. Please visit www.BulleitBourbon.com or
www.Facebook.com/Bulleit to learn more and remember to always drink

About Bulleit Distilling Co.
Founded by Tom Bulleit, the Bulleit Distilling Co. was started more than 20
years ago with Bulleit Bourbon, and in March 2011, Bulleit Rye, a straight rye
whiskey, was added to the portfolio with critical acclaim. Bulleit Bourbon
ranks as one of the fastest-growing Small Batch Bourbons in America, which Tom
largely credits to word of mouth recommendations. Using only the finest
ingredients available -- the best grains, Kentucky's limestone filtered water,
fresh from the Salt River and a special strain of yeast -- the 150+ year-old
family recipe uses a large amount of rye grain, which gives Bulleit Bourbon a
distinctive taste.

About Diageo
Diageo is the world's leading premium drinks business with an outstanding
collection of beverage alcohol brands across spirits, beer and wine. These
brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and
Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain
Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries
around the world. The company is listed on both the New York Stock Exchange
(DEO) and the London Stock Exchange (DGE). For more information about Diageo,
its people, brands, and performance, visit us at Diageo.com. For our global
resource that promotes responsible drinking through the sharing of best
practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

CONTACT: Nicole Anastasi              Trish Mannion
         Taylor                       Diageo
         (704)644-6921                (646)223-2161
         nanastasi@taylorstrategy.com trish.mannion@diageo.com

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