By Andy Young
Wild Turkey Bourbon has unveiled new packaging which will be implemented across its entire range.
The company has emphasised that the liquid has not been changed, but it wanted new packaging that "better reflects the core values of the historic brand".
Wild Turkey’s master distiller Eddie Russell 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."
Gruppo Campari's global vice president for spirits, Melanie Batchelor, added: "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.
"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 premiumisation. With this new, proud and striking design, our packaging for Wild Turkey will now stand out amongst the competition as our award-winning liquid has done for decades."
The new packaging for Wild Turkey Bourbon, Wild Turkey 101 and Wild Turkey Rye will be rolled out over the coming months, with future plans to evolve the packaging for both Kentucky Spirit and Rare Breed.