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Published:  23 July, 2008

Diageo is going head-to-head with Brown-Forman's Jack Daniel's Tennessee brand by spending 2 million on a marketing campaign to push Bulleit Bourbon into the mainstream. The Bulleit brand - which until now has been a niche product available only in top-end bars - will be aimed at males over the age of 25 who have moved away from the spirits they drank in their youth', according to brand manager Emily Young. In particular, drinkers who used to drink American whiskies like Jack Daniel's are looking for something else. Our research has shown that once drinkers reach 25, their consumption of RTDs and American whiskey drops rapidly. With Bulleit we are trying to give them a more premium experience to move on to. The idea is that it is smoother than premium Scotch, as drinkers of that age generally still find Scotch too difficult.' With an off-trade RRP of 17.49, Young said that Bulleit fills the gap between Jim Beam, Jack Daniel's and then the super-premium whiskies like Woodford Reserve and Maker's Mark'. The 2 million marketing spend will be focused on POS, heavyweight PR and advertising in the weekend supplements and men's lifestyle press. A TV campaign may be launched in the run-up to Christmas. Young added that they were hoping to have distribution in 1,700 on-trade outlets by March and 4,000 by the end of the year (with high-street pub groups the main target) along with a full retail presence'.