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Wild Turkey American Honey arrives in the UK

Gruppo Campari is extending its portfolio this month in the UK market, with the introduction of American Honey, a honey-flavoured bourbon based liqueur. The product, from the makers of Wild Turkey, was the first bourbon liqueur with honey to be nationally available in the US. It launches in the UK on-trade this month, with the off-trade launch to follow later in the year.

American Honey is a smooth liqueur made up of Wild Turkey, the Kentucky straight bourbon, and hand-selected American honey. The drink retains the taste and kick of straight bourbon but introduces measured notes of sweet honey, caramel and orange, giving it a much smoother finish.

The 35.5%abv liqueur has been developed to appeal to drinkers in their twenties and will coincide with an experiential tour, that will see a branded American Honey photo-booth tour university student unions around the UK.
Christophe Schaillee of Campari International says: “American Honey is the sweeter, smoother side of Wild Turkey and will appeal to a younger drinker without being overly sweet-tasting.

“We launched American Honey in the US in 2007 and it has been extremely well received in the on and off-trade as well as internationally. We’ve developed American Honey to be shared and is perfect straight out of the bottle, chilled and also works well over ice or with mixers like cola.”

The campaign will include a Facebook competition to win the chance to take part in a US Road Trip in August 2013.




12 March 2013 - Felicity Murray