Wild Turkey has debuted a new look for its premium bourbon and rye whiskey range. While making no changes to the liquid, Wild Turkey has designed new packaging for its global family of products that better reflects the core values of the brand. A detailed new turkey illustration, found on every expression and most prominently displayed on Wild Turkey 101, depicts a spirited bird.
"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," said Melanie Batchelor, global vice president for spirits at Gruppo Campari.
She added, "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."