Wild Turkey is releasing striking new packaging for their bourbon and rye whiskies, better reflecting the core values of its historic brand. Each expression will feature a detailed new turkey illustration, a spirited bird that is authentic, proud and bold - characteristics that are at the heart of Wild Turkey.
Nick Williamson, Campari UK marketing director says: “The bold and characterful liquid of Wild Turkey now has a fantastic new label to match. The new labels all featuring a proud and prominent turkey icon, will ensure the bottle stands out in much the same way the whiskey has for decades. There has been an explosion of interest in bourbon and rye whiskies amongst UK bartenders and consumers, and the new pack will help ensure Wild Turkey remains at the forefront of this in the coming years.”
The change of packaging comes on the heels of recent positive attention for the Wild Turkey brand stemming from critical and commercial success of its super premium limited time offerings, including Master’s Keep, and is the latest example of Campari UK’s efforts to further popularise the iconic brand throughout the UK. To date, the company has invested more than $100 million to thoroughly modernise and expand the Wild Turkey distillery experience, including the construction of a new visitor center and packaging facility.
The new look for the entire range of bourbon and rye whiskeys also reflects Eddie Russell’s promotion to master distiller last year. The packaging now makes it clear to consumers that Wild Turkey Kentucky Straight Bourbon (formerly known as Wild Turkey 81) is Eddie’s creation, while his father and living legend Jimmy Russell is the creator of Wild Turkey 101. Eddie’s signature is front and center on Wild Turkey Kentucky Straight Bourbon, while Jimmy’s is prominently placed on Wild Turkey 101.
Eddie Russell says: “We wanted the new packaging to capture the hard work, craftsmanship, and heart that goes into making Wild Turkey. My father and I have been making whisky the same way for over 60 years. From hand selecting the grain, to bottling the liquid, and everything in between, we make sure our product is made the right way – the traditional way – at every single stage. We’re proud of our whisky, and we’re glad to have packaging that embodies that.”
13 September 2016 - Sam Coyne The Drinks Report, editorial assistant
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