Wild Turkey Gets a Facelift

February 5, 2016 – It’s time to restock the bar after the Holiday debauchery and if you and your friends gobbled up all the Old Turkey bourbon and rye, you’ll appreciate the new look now becoming available across the country.

Gruppo Campari acquired the brand in 2009 and after spending more than $100 million modernizing and expanding the Kentucky distillery and other capital improvements, they have turned their attention to the packaging.  Their research showed that the youthful turkey clashed with the concept of aged bourbon.  Are people really staring that hard at the label and who knows an old turkey from a young’un?  Apparently folks do.

So they hired a wildlife illustrator, Julie Rhodes who took pains to make the turkey more realistic, prominent and apparently desirably aged.  It’s a big bird now on the 101 Bourbon while he hides a bit behind the Wild Turkey 81 renamed Wild Turkey Bourbon.  But he’s still a good-looking fella.

Wild Turkey Rye and Wild Turkey 101 Rye also got a makeover.  The deep green with gold foil trim is very handsome and like the bourbon, which features rich red and gold, the packaging looks premium flattering the authenticity and tradition of the brand.