Wild Turkey launches largest marketing effort to date

Wild Turkey Bourbon is targeting younger consumers with its largest marketing push to date – the #Nevertamed campaign.

Wild Turkey Bourbon’s #Nevertamed campaign is the largest marketing effort by the brand since it was acquired by Campari America in 2009

The brand’s #Nevertamed campaign has been designed to “bring the brand squarely into the hearts and minds of the Millennial consumer”.

Through television, social media and print advertising, brand owners Campari America hope to promote Wild Turkey Bourbon by drawing attention to its unique production process.

The campaign also endeavours to convey its core message by focusing on five “uncompromising individuals who clearly exhibit the same Wild Turkey #Nevertamed spirit”.

They are: Alaskan surfer Micheal Sharp, mountaineer Chris Davenport, horseracing jokey Rosie Napravnik, glass blower Caleb Siemon, and Hollywood stunt man Tim Rigby.

With 25 to 35-year-old males in its sights, Campari hopes that the #Nevertamed campaign will evolve the image of the brand, while retaining its sense of heritage.

“The American whiskey category is experiencing a profound resurgence in popularity as Millennial consumers start searching for spirits with more flavour and character,” said Andrew Floor, group marketing director for Campari America.

“There is genuine interest in well-crafted American spirits that are steeped in history and have legacies of their own – our response to this movement is something only Wild Turkey can own, and that’s #Nevertamed spirit.”