I avoided Bulleit for a while because I thought the name was gimmicky. I finally broke down and gave it a try when a good friend recommended it. I like it quite a bit and feel that both the bourbon and the rye punch above their weight. I actually prefer the standard bourbon over the 10 year old, which is too smooth for my tastes, but I can see how others might prefer it straight. I drink it straight or on the rock, and it works either way.