The campaign centers on the newly released Bulleit '87, a blend of bourbon and rye designed to bridge the gap between traditional richness and spiced intensity. By adding a rim or drizzle of Mike’s Hot Honey, the brands are pushing a 'swicy'—sweet and spicy—profile across cocktails like the Hot Honey Old Fashioned and the Rye-based Gold Rush. Frank Dudley, Brand Director of American Whiskey at Diageo, described the move as a natural extension of both brands' commitment to pushing flavor boundaries.
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Bulleit and Mike’s Hot Honey Launch Nationwide 'Swicy' Roadshow
Bulleit Frontier Whiskey and Mike’s Hot Honey are taking their unconventional flavor collaboration on the road, launching a cross-country tour that pairs bourbon and rye with the stinging sweetness of chili-infused honey. The partnership aims to redefine classic serves through a series of pop-up events and local culinary integrations.
The tour features the 'Bulleit Rider,' a mobile bar traveling to 22 events across 15 cities through 2027. Beyond the glass, the collaboration manifests in local food partnerships, such as a limited-time 'Kentucky Hotshot' chicken sandwich at Ggiata Delicatessen in Los Angeles and various pop-ups at major festivals like Miami’s South Beach Food & Wine. To mark the launch, the companies have also released a limited-edition t-shirt illustrated by artist Diego Aguilar, underscoring the lifestyle-focused approach to this cross-category promotion.
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