Client: Seagram’s / Diageo

Bulleit Bourbon is widely credited with leading the rebirth of American whiskey. When vodka and gin overtook cocktails after Prohibition, whiskey lost its dominance and cultural cachet. By the late 20th century, brown spirits had faded from the spotlight—until Bulleit revived them.

Launched in 1999, Bulleit set out to resurrect whiskey’s roots in the American West, evoking the spirit of the frontier. Sandstrom Partners designed Bulleit's now-iconic apothecary-inspired bottle and “Frontier Whiskey” branding, instantly giving the label a story and look that stood apart. Today, Bulleit ships over 1.5 million cases every year, and its distinctive imagery defines the bourbon category.

Originally owned by Seagram’s and now part of Diageo, Bulleit has grown and evolved with Sandstrom Partners guiding brand identity, packaging, and storytelling every step of the way—helping the brand connect with each new generation of whiskey drinkers.