Bourbon brand Wild Turkey has unveiled a “striking” new packaging design, which will hit retail shelves and back bars this week.
The most striking feature of the packaging is a new true-to-life illustration of the turkey, which is to be found on every bottle in the range and is most prominently displayed on Wild Turkey 101. Professional wildlife artist Julie Rhodes was commissioned to draw the icon and worked closely with the US’ National Wild Turkey Federation to make the depiction as “incredibly realistic” as possible. The result is regal, bold and proud, Wild Turkey said.
“The bold and characterful liquid of Wild Turkey now has a fantastic new label to match,” said Nick Williamson, UK marketing director for brand owner Campari. “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 follows the commercial success of Wild Turkey’s super-premium and 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 centre and packaging facility.
The new look for the entire range also reflects Eddie Russell’s move to become Wild Turkey master distiller. The packaging now makes clear to consumers that Wild Turkey Kentucky straight bourbon – formerly known as Wild Turkey 81 – is Russell’s creation, with his signature placed front-and-centre of the new Wild Turkey Kentucky straight bourbon packs, while his father Jimmy retains a presence of bottles of Wild Turkey 101.
Wild Turkey master distiller Eddie Russell noted: “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 whiskey 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 whiskey, and we’re glad to have packaging that embodies that.”
In addition to its range of bourbon products, the packaging for Wild Turkey’s long-standing rye expressions has also been updated. The new look features rich green colours and a premium split label design – a nod to the quality and character of the whiskey.
© FoodBev Media Ltd 2020
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