While making no changes to the award-winning liquid, Wild Turkey has designed new packaging for its global 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.
“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,” says Melanie Batchelor, Global Vice President for spirits at Gruppo Campari. “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 premiumization. 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.”
The change of packaging comes on the heels of recent positive attention for the Wild Turkey brand stemming from critical and commercial success of its super premium limited time offerings, including Forgiven, Diamond, and Master’s Keep, and is the latest example of Gruppo Campari’s efforts to further popularize the iconic brand worldwide. To date, the company has invested more than $100 million to thoroughly modernize and expand the Wild Turkey distillery experience, including the construction of a new visitor center and packaging facility.
