Wild Turkey's bold new packaging arrives in the UK

The striking new packaging for the core range of Wild Turkey bourbon and rye whiskeys is hitting the shelves of back bars and off-licenses in the UK this month.

Published 18th Sep 2016
Updated 9 th Aug 2023

While making no changes to the award-winning liquid, Wild Turkey has designed new packaging for its family of products that better reflects the core values of the historic brand.

A detailed new turkey illustration, found on every expression and most prominently displayed on Wild Turkey 101, depicts a spirited bird that is authentic, proud, and bold – characteristics that have always defined the conviction at the heart of the Wild Turkey brand.

"We wanted the new packaging to capture the hard work, craftsmanship, and heart that goes into making Wild Turkey."

Nick Williamson, Campari UK Marketing Director said: “The bold and characterful liquid of Wild Turkey now has a fantastic new label to match. The new labels all featuring a proud and prominent turkey icon, will ensure the bottle stands out in much the same way the whiskey has for decades.

"There has been an explosion of interest in bourbon and rye whiskies amongst UK bartenders and consumers, and the new pack will help ensure Wild Turkey remains at the forefront of this in the coming years.”

The change of packaging comes on the back of the recent success of its premium limited time offerings, including Master’s Keep, and is the latest example of owner Campari’s efforts to further raise the profile of the iconic brand throughout the UK.

To date, the company has invested more than $100 million to thoroughly modernise and expand the Wild Turkey distillery experience, including the construction of a new visitor center and packaging facility.

The new look for the entire range of bourbon and rye whiskies also reflects Eddie Russell’s promotion to Master Distiller, last year. The packaging now makes it clear to consumers that Wild Turkey Kentucky Straight Bourbon (formerly known as Wild Turkey 81) is Eddie’s creation, while his father Jimmy Russell is the creator of Wild Turkey 101. Eddie’s signature is now clearly displayed on Wild Turkey Kentucky Straight Bourbon, while Jimmy’s is prominently placed on Wild Turkey 101.

Wild Turkey’s Master Distiller Eddie Russell said: “We wanted the new packaging to capture the hard work, craftsmanship, and heart that goes into making Wild Turkey. 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.”

In addition to its range of bourbon products, packaging for Wild Turkey’s rye expressions have also been updated. Wild Turkey, as a way of celebrating America’s first spirit, is one of the few distilleries that has always produced rye whiskies, long before the rye boom the industry is experiencing today. The new look features rich green colours and a premium split label design.

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Driven by a passion for all things drinks-related, Sean writes for The Scotsman extensively on the subject. He can also sometimes be found behind the bar at the world famous Potstill bar in Glasgow where he continues to enhance his whisky knowledge built up over 10 years advising customers from all over the world on the wonders of our national drink. Recently, his first book was published. Dubbed Gin Galore, it explores Scotland's best gins and the stories behind those that make them.
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