Good question — “bourbon” is a French word, after all, and the brand's heavy-handed vowel usage could easily mislead someone to pronounce Bulleit like “Bull-ay,” perhaps (while casually adjusting your beret). However, the story goes that when Tom Bulleit, the brand’s founder, was asked how to pronounce the distillery that shares his name, he clarified that Bulleit should sound like the ammunition — “Bull-it.” While Bulleit is by no means the most difficult spirit to spell (looking at you, curaçao), bourbon is a uniquely American product so that you can leave your fancy French accent at home.