When Seagram Americas purchased a small distillery in Kentucky, they acquired five generations of Bulleit family history and experience. Which partially explains why Bulleit Bourbon is such a great product, and why it was referred to as the frontier whiskey. For Seagram, it was an opportunity to go up against the likes of Jack Daniel’s and Jim Beam. But there was one small problem: namely, their marketing budget. Given that Bulleit would only have a tiny fraction of the marketing support of the brand leaders, its success depended almost entirely on its shelf presence and packaging. Enter Sandstrom Partners. Now, fast forward about ten years. The brand is healthy and growing, with distribution and sales increasing every year since it was introduced in 1999. The distinctive bottle has even made regular appearances on HBO’s Deadwood.