Another Kentucky whiskey brand reports a big drop in bourbon sales
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- Diageo reported a 7.3% sales decline for Bulleit bourbon in fiscal 2025.
- Shifts in U.S. consumer demand favored tequila and flavored spirits over whiskey.
- Industry peers like Wild Turkey also posted whiskey sales drops over 8% recently.
Another major Kentucky distiller has reported a big drop in bourbon sales.
This time, it’s Bulleit, owned by global spirits giant Diageo.
Diageo reported full-year sales Aug. 5 that were up slightly (1.7%), although profits were down (-0.7%.) While there were big gains in the U.S. for some brands, including Don Julio tequila and Crown Royal Blackberry, sales of whiskey overall were down.
Bulleit, which makes bourbon, rye and other whiskeys in Kentucky, fell 7.3%, Diageo said.
Last week, in its 6-month earnings report, Davide Campari reported that Wild Turkey sales were down 8.1%.
While Diageo did not speak directly about Bulleit, the company did say it expects fiscal 2026 to be another challenging year.
It’s another signal that consumers are turning away from whiskey and toward other spirits, including tequila and flavored drinks. Sales of ready-to-drink options for both companies are growing.
Brown-Forman, maker of Jack Daniel’s Tennessee Whiskey, Woodford Reserve and Old Forester, among other brands, will report first-quarter earnings on Aug. 28.
This story was originally published August 6, 2025 at 7:53 AM.
