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?

Tanqueray: a brand history

From humble beginnings in London, Tanqueray has grown to be one of the biggest more...

SB Voices: A new age of gastronomic spirits?

As the 'molecular mixology' trend gains traction, are we about to see more...

Brown-Forman bolsters TR whiskey line for IAADFS

Brown-Forman Global Travel Retail has launched recent brand development more...

Buffalo Trace releases four-grain Bourbon

Buffalo Trace Distillery has released a new iteration of its Colonel E.H. more...

Adnams hails 66% spirits volume growth

Suffolk-based brewer, distiller and retailer Adnams witnessed 66% volume sales more...

Top 10 tea-flavoured spirits

Tea-based spirits have come to the fore in recent years, providing bartenders more...

Johnnie Walker rolls out Blenders’ Batch in US

Blended Scotch brand Johnnie Walker is to introduce its “experimental” more...

Wild Island Gin ups production as demand surges

Colonsay Beverages is to ramp up production of Wild Island Botanic Gin, a more...

Unmissable exhibitors at IAADFS 2017

For the final IAADFS Duty Free Show of the Americas in its current form, taking more...

Oregon spirits producer buys craft bottler

Oregon-based Eastside Distilling has acquired third party craft spirits more...

Work starts on Dublin Liberties Distillery

Quintessential Brands has commenced work converting a historic Dublin building more...

Walsh Whiskey launches Irishman cocktail comp

Walsh Whiskey has partnered with UK importer Emporia Brands to launch its first more...

ABM and Gallo develop tonic syrup for bartenders

American Beverage Marketers has partnered with drinks expert Giuseppe Gallo to more...

Jack Daniel's rolls out Southern Peach RTD

Jack Daniel’s has partnered with R&B singer K Michelle to introduce a new more...

The week in pictures

This week Javier Bardem took a tour of Speyside's Strathisla Distillery, more...

The week in pictures

This week, The Spirits Business sipped cocktails in the dark, The Benevolent more...

Southern Glazer’s hires Redell for Campari brands

US drinks distribution company Southern Glazer’s Wine & Spirits has appointed more...

Top 5 bars in... Aspen

A snowy paradise for some of the world’s wealthiest skiers, Aspen is also more...

Distell and Stock Spirits ink UK distribution deal

Central and Eastern European producer Stock Spirits has expanded its more...

Rum's renaissance 'a complex picture of growth'

Rum might be the last spirit category to truly go premium, but there’s more...