Wild Turkey targets rum drinkers with new spiced release

Wild Turkey Bourbon has unveiled a new expression infused with spices which the company hopes will entice spiced rum consumers.

Wild Turkey Spiced is targeting male rum drinkers to encourage them to make the transition from spiced rum to Bourbon

As what the distillery claims is a “more masculine choice to spiced rum”, Wild Turkey Spiced is being marketed towards the Bourbon novice and spiced rum consumer who might be looking for a new drinking experience.

Wild Turkey master distiller Eddie Russell said: “I wanted to develop a liquid that brought to life the best of our robust Bourbon, while borrowing cues that have made island spirits so appealing.

“As the category continues to grow, many people, especially rum drinkers, are becoming curious about Bourbon and its sophisticated, more pronounced taste profile. We believe Wild Turkey Spiced is the perfect drink to bring them into the category.”

The new release is targeting ,ale consumers in particular through a campaign which encourages rum consumers to “man up” and make the change from rum to Bourbon. The campaign also further impinges on rum territory with taglines such as “we considered putting a pirate on the label until we realised pirates wear tights”.

Andrew Floor, group brand director for Wild Turkey, said that the release signified “innovation” within the company but also reflected traditional values of “quality and heritage”.

“In our associate master distiller Eddie Russell, we have one of the most inventive Bourbon minds in the industry; someone who can bring innovation and tradition together to create signature products that drive the bourbon category to new heights,” he said.

Aged in American oak barrels and flavoured with “exotic island spices”, Wild Turkey Spiced will roll out across the US from the start of autumn at an RRP of $22.99.