By Andy Young

Academy Award-winning actor Matthew McConaughey has signed on as the new creative director of Wild Turkey, in a “multi-year partnership”.

Matthew McConaughey the new creative director for Wild Turkey

A Wild Turkey fan, McConaughey will be the brand’s chief storyteller both in front of, and behind, the camera. He is currently directing a series of television and digital adverts, to help “reintroduce” the world to Wild Turkey.

“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way – even if that way isn’t always the most popular,” said McConaughey. “I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.”

He added: “When making a movie, you have two hours to tell a story. Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire U.S. industry, Bourbon.  It will be a very interesting and fun challenge.”  

A short film detailing McConaughey’s time at the Wild Turkey distillery and with the brand’s father and son master distiller team, Jimmy and Eddie Russell, has been released, with further McConaughey commercials to follow.

Bob Kunze-Concewitz, CEO at Gruppo Campari, owner of Wild Turkey said: “It’s a new era for Wild Turkey. We’ve made a significant investment into the brand over the last several years, as we’ve always strongly believed in the quality of the product and the special story behind the people who make it. With Matthew McConaughey now on board, we believe we are ready to share that story with the entire world.”

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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