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Wild Turkey receives redesign

Campari Group-owned Wild Turkey has revealed a new bottle design for its flagship Wild Turkey 101 Bourbon.

Wild Turkey
The Bourbon clocks in at 50.5% ABV

Wild Turkey is crafted by father-and-son master distilling duo Jimmy and Eddie Russell. The new bottle displays Jimmy’s signature on the now smaller label.

The redesign is a reimagining of the ‘traditional Bourbon bottle’, and features an embossed silhouette of a turkey.

While the bottle neck has been reshaped to mimic the extended neck of a turkey, the base has been made thicker. The new look has been carried out to achieve a more ‘modern and premium’ image for the bottle.

The new design will be rolled out across the full Wild Turkey range in the near future. 

On the palate, Wild Turkey 101 Bourbon presents dominant flavours of vanilla and caramel, plus notes of honey, brown sugar, oranges and tobacco. The liquid is bottled at 50.5% ABV.

Dallas Buyers Club and Interstellar star Matthew McConaughey partnered with the Kentucky-based producer in 2016, taking on the role of ‘chief storyteller’ for the brand.

Last year, the brand introduced the sixth limited edition expression in its Master’s Keep collection. The whiskey combined Jimmy’s love of mid-aged Bourbons (eight to 10 years) with his son’s passion for the complexity of older Bourbons.

In other design and packaging news, Irish whiskey brand Bushmills also recently unveiled a new design for its whiskey range.

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