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The leading brewer Diageo Plc. (DEO - Analyst Report) has unveiled the newest version of the company’s Whiskey brand Bulleit Bourbon - Bulleit 10. 

The new edition has been allowed to age for ten years compared to the traditional five to eight years of age for usual Bulleit Whiskey. Moreover, Bulleit 10 is bottled in 91.2 proof bottles. This is the newest addition to the usual 90 proof bottles in which Bulleit Bourbon whiskies have been available. They are priced at $44.99 for a 750 ml bottle.

Bulleit Bourbon is a brand of whiskey owned by Diageo with higher rye content. The brand has retained the family name of the man who had designed the first Bulleit Bourbon around 1830. Diageo has made sure that each Bulleit Bourbon barrel is distilled and aged in small batches. They are then stored in a single-story warehouse in American oak barrels ensuring consistency in the maturation process. Bulleit Bourbon whiskies are characterized by their rye content. While the U.S. retains the top market , the brand is also available in Australia, United Kingdom and Germany.

Diageo has a leading position in the beer and vodka market with a strong portfolio of globally recognized flagship brands, including Smirnoff, Johnnie Walker, Captain Morgan, Baileys and Guinness.

The company has also continued to add to its already rich brand collection. In June 2012, the company announced that it was expanding its Chateau & Estate Wine portfolio by adding three more varieties: Stark Raving, Butterfly Kiss and Rose'N'Blum. Also in June, the company bought Cabin Fever Maple Flavored Whiskey in order to tap the growing markets of flavored whiskey and craft distillation.

The continuous innovations of the spirits portfolio of Diageo is expected to boost earnings in fiscal 2013. Diageo reported strong fiscal 2012 results that were driven by organic growth all over the world and improved performance of Diageo’s Johnnie Walker and Ciroc brands.

One estimate out of seven was raised in the last 30 days that moved up the Zacks Consensus Estimate by a penny to $6.49.

Currently, Diageo Plc. carries a Zacks Rank #3 (Hold). We would also recommend that investors consider Boston Beer Company Inc. (SAM - Snapshot Report), Compania Cervecerias Unidas S.A. (CCU - Snapshot Report) that carry a Zacks Rank #1 (Strong Buy) and Constellation Brands Inc. (STZ - Analyst Report) that carry a Zacks #2 (Buy). These companies offer a more attractive exposure to alcoholic beverage segments.

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