Wild Turkey proud as visitor centre opens

Wild Turkey has officially launched its new visitors’ centre – the “feather in the cap” of Campari’s US$100m investment in the brand.

Officially opened yesterday (15 April), Wild Turkey’s new visitor centre is a 9,140-sqft building that is expected to attract 80,000 visitors this year.

Cited as the “only destination on the Kentucky Bourbon Trail offering… complete access to the art and science of making Bourbon”, the distillery will offer visitors the opportunity to taste Wild Turkey’s portfolio in the Angel’s Share room, purchase keepsakes from the giftshop and admire the Wild Turkey Hall of Fame.

“Last year, our visitor centre was housed in a tiny 1,000-sqft house from the 1800s and we still saw a 16% spike in visitors to Wild Turkey Hill,” said Jean Jacques Dubau, president and CEO of Campari America.

“With our gleaming, new architectural masterpiece, we finally have a visitor centre worthy of Wild Turkey’s legacy, as well as an outstanding calling card for Kentucky’s Bourbon industry.

“Today’s celebration is the proverbial feather in the cap of Gruppo Campari’s more than US$100 million investment in Wild Turkey and the Commonwealth of Kentucky.”

The opening also marks what the brand is calling “The year of Jimmy Russell”, celebrating the master distiller’s long service in the Bourbon industry.