The transition to “Frontier Whiskey” occurred in 1999, as Seagram acquired the brand in the late 1990s. The iconic Bulleit bourbon bottle was developed as the Sandstrom Partners were hired to overhaul the packaging. Steve Sandstrom is known for the work on the iconic St. Germain bottle and the ribbed Aviation Gin bottle as well.

One of the most recognizable features of the Bulleit bottle is the label, which is intentionally applied at a slight angle. The label isn’t perfectly straight on purpose -to give the impression it was applied by hand in a frontier distillery. According to brand lore, 1850s labels were often larger than the bottles and applied at an angle so the name could be read more clearly from across a bar. And it only makes sense, if you spot Bulleit on a backbar or featured in a movie, typically the orange label is the first thing that catches your eye.

In 2000, Bulleit sold around 180,000 nine-liter cases, but the brand experienced rapid expansion, becoming one of America's fastest-growing whiskeys by the mid-2010’s. Sales hit approximately 500,000 cases in 2015. Bulleit reached 1.2 million cases sold, making it the second best-selling super-premium bourbon brand, with a significant annual growth rate of 12.7% for 2017. The same year, to meet soaring demand, Diageo invested $115 million in a new, state-of-the-art Bulleit distillery in Shelbyville, Kentucky, which opened in March of 2017. 

Bulleit is now one of the top ten selling bourbons in the United States and continues to thrive in the global market.