Wild Turkey 101 Rye returns after bartender backlash

19th November, 2013 by Becky Paskin

Campari has resurrected its Wild Turkey 101 Rye following a Facebook campaign led by US bartender Erick Castro.

Wild-Turkey-Rye-101

Wild Turkey 101 Rye disappeared from shelves last year following unexpected demand

Stock shortages coupled with an unexpectedly high demand saw Wild Turkey 101 Rye – a 50.5% abv rye whiskey – leave the US market for around a year.

However a band of bartenders and consumers took to Facebook, with Castro creating the fan page “Bring Back Wild Turkey 101 Rye”.

“It was definitely a tough blow to the cocktail world when Wild Turkey 101 Rye disappeared. I always found it worked beautifully in cocktails,” said Castro.

Despite struggling to keep up with soaring demand for rye whiskey, volumes of which have grown 41% in the past 52 weeks (Nielsen), brand owner Gruppo Campari is bringing back Wild Turkey 101 Rye in limited quantities.

A small allocation of one-litre bottles will now be distributed to select on-trade accounts across 21 markets in the US. The group will meanwhile continue to produce its Wild Turkey 81 Rye, a lower abv product featuring a blend of four and five-year-old rye whiskeys.

Wild Turkey distiller Jimmy Russell said the demand from bartenders for rye whiskey was a complete surprise. “I have been working in this business for 60 years and if someone told me just five years ago rye whiskey was going to be one of the hottest categories in the spirits industry, I would have balked at the notion,” he said.

“To be completely frank, we didn’t realise bartenders ahd a passion for it. Given the bartending community can be directly attributed for the current resurgence in Rye and classic cocktails, we had to listen and take the necessary steps with our available aged stock to bring 101 Rye back,” he added.

Leave a Reply

If that's interesting, how about these?

Ghost Vodka returns to Tramp for 'inspired' cocktail evening

Following an action-packed month hosting events at some of Europe's most more...

Edinburgh Gin grows summer festival initiative

Edinburgh Gin has added two extra outdoor sites for festival-goers in the city more...

Wild Geese wins case to launch in Australia

Avalon Group’s Wild Geese Irish Whiskey brand is now free to launch in the more...

ELLC releases second barrel-aged gin

Independent distiller East London Liquor Company (ELLC) has released just 75 more...

Deliveroo moves into alcohol delivery in UK

On-demand food delivery service Deliveroo has announced a number of retail and more...

William Grant & Sons' top UK spirits trends

Premium spirits sales grew 18.6% in the UK last year despite the decline of more...

Halewood buys stake in West Cork Distillers

Halewood International has acquired a “significant stake” in Irish whiskey more...

Calls for Dallas Dhu to move to public ownership

Scottish politician Richard Lochhead has asked Diageo to transfer ownership of more...

The week in pictures

From an array of cocktail competitions to extreme croquet – and the latest more...

Confessions of a spirits retailer: Dan Murphy's

Adam Jenkins, head of spirits for Australian drinks retailer Dan Murphy’s, more...

Popcorn Sutton appoints master blender

Popcorn Sutton Distilling has named former distiller for Diageo’s George more...

Miller's Norwegian distillery unveils 'foraged' gin

Marcin Miller’s new distillery has launched Vidda Tørr Gin, made with more...

Top 10 fastest-declining spirits brands

New for 2016, we analyse the performance of the world’s fastest-declining more...

New Brighton bar disables phone use

The latest addition to Brighton’s nightlife scene will go against modern more...

Top six new spirits books for summer 2016

It's holiday season – so what better time to start that new book? If you're more...

Manchester launches 'first' cocktail festival

Manchester Loves Cocktails takes place between 8-14 August and will bring more...

Diageo confirms Bagley to leave amid GTME restructure

Doug Bagley is to depart the Diageo Global Travel & Middle East (GTME) team more...

Gruppo Campari: 'There will be no bargain sales'

Bob Kunze-Concewitz, Gruppo Campari CEO, has said there will be "no bargain more...

Buffalo Trace hosts screenings at Edinburgh Fest

Sazerac-owned Buffalo Trace is to bring a ‘Wild West’ vibe to the Edinburgh more...

Alcohol e-commerce 'could hit $15bn' in US

The advent of on-demand alcohol delivery services in the US will contribute to more...