Wild Turkey partners with Matthew McConaughey

Gruppo Campari-owned Wild Turkey has announced a multi-year partnership with actor Matthew McConaughey, who has been appointed as the brand’s creative director.

The actor, known for his roles in Dallas Buyers Club, Interstellar, True Detective and most recently Free State of Jones, will serve as the “chief storyteller” for Wild Turkey.

His mission to “reintroduce the world” to the brand begins with a series of television and digital advertising campaigns directed by him, set to launch in September. McConaughey will also be featured in a print campaign.

“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way – even if that way isn’t always the most popular,” said McConaughey.

“I want to help share their unique story, starting with a new ad campaign that I feel really captures the special essence of this brand while introducing itself like never before.

“When making a movie, you have two hours to tell a story. Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire US industry, Bourbon.  It will be a very interesting and fun challenge.”

McConaughey made his debut on the Wild Turkey YouTube channel today in a short film which follows his most recent visit to the Wild Turkey Distillery.

He first visited the distillery a couple of years ago, where he was introduced to Jimmy and Eddie Russell, the Bourbon Hall of Fame father and son master distiller team who have worked at the Wild Turkey Distillery for 97 years collectively.

“I’ve spent more than 60 years doing what I love every single day. Everyone at Wild Turkey is passionate about making whiskey, and making it the right way, never wavering from what we thought was best,” said Wild Turkey master distiller Jimmy Russell.

“As we introduce a new generation to Wild Turkey, it was important to me to find someone who shares our passion and understands what makes Wild Turkey special. After spending time with Matthew at the distillery, I was impressed by how much he knew about Wild Turkey and how interested he was in telling the world more about us.

|It is incredible to think that an Oscar winner would want to help tell Wild Turkey’s story, but like an extra scoop of ice cream on pecan pie, I will certainly take it.”
“It’s a new era for Wild Turkey, added Bob Kunze-Concewitz, CEO at Gruppo Campari.

“We’ve made a significant investment into the brand over the last several years, as we’ve always strongly believed in the quality of the product and the special story behind the people who make it. With Matthew McConaughey now on board, we believe we are ready to share that story with the entire world.”

A short film documenting McConaughey’s journey with Wild Turkey’s distilling family, the Russells, can be viewed below.