Client: Seagram’s / Diageo

Launched in 1999, Bulleit Bourbon set out to resurrect whiskey’s roots in the American West, evoking the spirit of the frontier. Thus, we created the now-iconic bottle and labeling to incorporate the theme of “Frontier Whiskey.” While the package looks authentic to the 1900’s, it was also the most unusual package in the category at the dawn of the 21st Century. Today, Bulleit is a global brand, and its distinctive imagery defines the bourbon category. Sandstrom Partners has continued to define the brand essence of Bulleit through the development of comprehensive global standards, product extensions, advertising, photography, and promotions. Bulleit has become one of the great successes in American Bourbon and whiskey history.