The packaging rebrand is the latest example of Gruppo Campari’s efforts to further popularize the iconic brand worldwide. To date, the company has invested more than $100 million to thoroughly modernize and expand the Wild Turkey distillery experience, including the construction of a new visitor centre.
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| Wild Turkey unveils new refreshed packaging for its bourbon and rye expressions |
The new look for the brand also reflects Eddie Russell’s recent promotion to Master Distiller. The packaging now makes it clear to consumers that Wild Turkey Bourbon, originally named Wild Turkey 81, is Eddie’s creation, while his father Jimmy Russell is the creator of Wild Turkey 101. Eddie’s signature is front and centre on Wild Turkey Bourbon, while Jimmy’s is prominently placed on Wild Turkey 101.
A new detailed turkey illustration, found on every expression and most prominently displayed on Wild Turkey 101, depicts a spirited bird that is authentic, proud, and bold, characteristics that have always defined the conviction at the heart of the Wild Turkey brand.
Commenting on the news, Melanie Batchelor, Global Vice President for spirits at Gruppo Campari, said: “While sticking with our traditional recipe and authentic values, we are excited to present new global packaging for Wild Turkey. Proudly and prominently featuring our turkey brand icon, this new premium look is the result of in-depth research, consulting with our distillery, and listening to bartenders and consumers.”
She went on to say: “With the explosion in interest we’ve seen in the bourbon and rye categories, driven by classic cocktail trends, we’ve seized the opportunity for bold premiumization. With this new, proud, and striking design, our packaging for Wild Turkey will now stand out amongst the competition as well as our award-winning liquid has done for decades.”
The new rebranded packaging for Wild Turkey 101, Wild Turkey Bourbon, Wild Turkey Rye, Wild Turkey 101 Rye and Wild Turkey 101 8 Year Old, will be rolling out this month. In 2016, the brand will continue its packaging refresh for the remaining expressions in the range, including Kentucky Spirit and Rare Breed.
Posted by Steve Rush