Heineman takes Wild Turkey down underBy Kristiane Sherry
Gruppo Campari Global Travel Retail has partnered with Heinemann Australia to stage a one-month campaign for Wild Turkey Kentucky Straight Bourbon at the retailer’s flagship Sydney Airport store.
Located prominently at the Tavern Tasting Bar at the front of the store, the activation highlights a number of Wild Turkey products under the call-to-action, “Greatness isn’t Pretty”.
New limited release Wild Turkey Master’s Keep 17 Year Old takes centre stage and is displayed using branded light boxes, feature wall panels and back-lit shelving. Six variants from the brand portfolio are also presented: Wild Turkey 101 Proof, Wild Turkey 86.8 Proof, Wild Turkey Rare Breed and Wild Turkey Kentucky Spirit plus two flavour variants, Wild Turkey American Honey Liqueur and Wild Turkey Spiced.
Brand ambassadors are on hand to lead engagement activities, inviting shoppers to explore the range. Gruppo Campari has identified sampling as a core driver to conversion, with the programme supported by brand storytelling and education about both the Bourbon category and the brand.
“As the Australia domestic market leader in premium Bourbon, this is a significant opportunity for us to capitalize on direct engagement with Wild Turkey fans travelling out of Sydney,” said Leigh Irvine, global travel retail director, Gruppo Campari.
“Throughout June we’ve connected them with the incredible choice in our extended portfolio, delivering increased trade-up throughout the range as well as creating greater brand awareness and trial from new bourbon drinkers.”
Constantin Wiesmann, managing director, Heinemann Australia added: “Wild Turkey is an extremely popular brand with high levels of recognition among our home consumer audience and this campaign has encouraged customers to explore the excitement of the bourbon category.
“It has attracted a wide range of shoppers including noticeable interest from traditional whisky drinkers looking for a new discovery and motivated by the choice of age statement options and the iconic heritage of the brand.”
According to IWSR figures, Wild Turkey is the top Bourbon by volume in Australia, with the brand’s performance in the market one of the key contributors to its 8.8% organic growth in 2015, says Gruppo Campari.