I want to be super excited that Bulleit has a rye whiskey coming out, but it's sort of silly to be: Bulleit's bourbon is so high in rye that I've used it as a substitute for rye before. I just can't imagine that the product is going to be all that surprising - it's like hearing about a Milky Way that uses twice as much caramel. You basically know what you're in for.
On the other hand, if this makes rye whiskey easier to find, and puts more common brands out there, great. I don't know how much of a push is behind the product. You still can't even get Rittenhouse in New Hampshire, despite cocktail writers treating it as though it's a universally available brand.