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Wild Turkey opens visitor centre

The Jimmy Russell Wild Turkey Experience has been renovated and renamed after the brand’s master distiller.

The Jimmy Russell Wild Turkey Experience
The visitor centre is part of a wider investment programme for the brand

Jimmy Russell will celebrate his 70th anniversary with the company in September 2024.

Spanning 12,0000 square feet, the renovated centre will host tours and tastings, and has three bars and a shop.

The renovations are part of a significant investment programme from Wild Turkey’s owner, Campari Group, with a second distillery to follow.

The Jimmy Russell Wild Turkey Experience
A look inside the new visitor centre experience

The Outdoor Pavilion & Bar offers views of the Kentucky River and will be used for events and tastings. Meanwhile the Generations Lounge – named in honour of the three generations of the Russell family working for the brand – is a contemporary cocktail bar.

The site also offers two dedicated tasting rooms.

The centre also offers a history walk – a hallway of videos that trace the evolution of Bourbon, detail Wild Turkey’s timeline and dive into the whiskey-production process.

New tour offerings will include premium tastings, production tours, rickhouse visits and a Russell’s Reserve maturation tour.

The shop will offer a range of American whiskeys, merchandise and gifts including exclusive and limited edition Wild Turkey offerings such as the Russell’s Reserve Single Rickhouse Collection and the Master’s Keep series.

“For our family, this isn’t just a place to visit; it’s like a second home,” said associate blender Bruce Russell.

“We’re thrilled to be able to open our doors a little wider and welcome even more folks into this community. The Jimmy Russell Wild Turkey Experience is a perfect tribute to Grandad and his life-long commitment to spreading the word of Bourbon.”

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