Wild Turkey debuts packaging redesign
Gruppo Campari-owned Wild Turkey has redesigned the packaging for its Bourbon and rye whiskey range to ‘better reflect the core values of the historic brand’.
Wild Turkey has updated its packaging design to reflect the ‘core values of the brand’While the liquid itself has not changed, the packs will now feature a new turkey illustration that depicts a ‘spirited’ bird that is ‘authentic, proud and bold’.
Wild Turkey’s rye expressions now feature rich green colours and a premium split label design, said to highlight the quality and character of the whiskey.
The Bourbon range is identified by a rich red hue.
Although labels for each expression of Wild Turkey differ, they share a number of common aspects, including a strip stamp with gold foiled writing and the phrase ‘crafted with conviction’; a circular Wild Turkey marking embossed in the glass in addition to the words ‘bold, genuine, true’; and the new true-to-life turkey illustration in the label, the result of a commission to wildlife artist, Julie Rhodes.
The new look is said to reflect Eddie Russell’s recent promotion to master distiller, with Eddie’s signature prominently placed on Wild Turkey Bourbon. His father Jimmy, created Wild Turkey 101 and his signature is featured on the Wild Turkey 101 pack.
“We wanted the new packaging to capture the hard work, craftsmanship, and heart that goes into making Wild Turkey,” said Russell.
“My father and I have been making whiskey the same way for over 60 years. From hand selecting the grain, to bottling the liquid, and everything in between, we make sure our product is made the right way – the traditional way – at every single stage. We’re proud of our whiskey, and we’re glad to have packaging that embodies that.”
Melanie Batchelor, global vice president for spirits at Gruppo Campari, added: “While sticking with our traditional recipe and authentic values, we are excited to present new global packaging for Wild Turkey. Proudly and prominently featuring our turkey brand icon, this new premium look is the result of in-depth research, consulting with our distillery, and listening to bartenders and consumers.
“With the explosion in interest we’ve seen in the bourbon and rye categories, driven by classic cocktail trends, we’ve seized the opportunity for bold premiumisation. With this new, proud, and striking design, our packaging for Wild Turkey will now stand out amongst the competition as well as our award-winning liquid has done for decades.”
Redesigned packaging for the following expressions is being rolled out now: Wild Turkey Bourbon (formerly known as Wild Turkey 81), Wild Turkey 101, Wild Turkey Bourbon (formally known as Wild Turkey 86.8, for Australia only), Wild Turkey Rye, Wild Turkey 101 Rye, and Wild Turkey 101 8 Year Old (Japan only).
The remaining expressions in the range, including Kentucky Spirit and Rare Breed, will undergo a packaging refresh in 2016.
The packaging design comes as part of Gruppo Campari’s strategy to drive growth of the Wild Turkey brand. In recent times it has released a series of super-premium limited editions, including Forgiven, Diamond, and Master’s Keep.
In addition, the company has invested more than $100 million to modernise and expand the Wild Turkey distillery experience, including the construction of a new visitor centre and packaging facility.
