Striking new bottles for Wild Turkey’s bourbon and rye whiskeys are being introduced this month, including a bold new-look turkey on the label.
While making no changes to the liquid, Gruppo Campari intends the new packaging to better reflect the historic brand’s core values and stand out more on the back bar and on shelves.
Alongside the new turkey icon, labels refer to Eddie Russell who was promoted last year to master distiller as well as his father, Jimmy Russell, the creator of Wild Turkey 101 whiskey.
Nick Williamson, Campari UK marketing director, said: “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 detailed new true-to-life illustration turkey illustration, by professional wildlife artist Julie Rhodes, runs across all expressions and is most prominently displayed on Wild Turkey 101.
Eddie’s signature is front and centre on Wild Turkey Kentucky Straight Bourbon while Jimmy’s is prominently placed on Wild Turkey 101.
All the bottles now have a strip stamp in rich colours with gold-foiled writing at the neck denoting what type of whiskey is in each bottle, along with the phrase, “Crafted with Conviction”. Below this, a circular Wild Turkey marking is embossed in the glass. Near the bottom of every bottle, also embossed in the glass, are the words, “Bold. Genuine. True.”
The rye whiskeys feature a new look with rich green colours and a premium split label design. The distillery, dating back to 1873, was a pioneer in rye whiskey long before its current revival.
Eddie said: “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.”