Bourbon comes from Kentucky’s handful of distilleries, with many producing multiple brands. But Wild Turkey prides itself on producing just one, it’s very own.

The brand’s foundation has been built around its Master Distiller, Jimmy Russell, who is regularly referred to as the ‘Master Distiller, of Master Distillers’ or the Bourbon Buddha!

Wild Turkey, as an imported whiskey, remains the fastest-growing Spirits Category in the off-trade (+11% value and 13% volume). Within this, American Whiskey is growing even faster (+13% value and +16% vol), with Wild Turkey being:

• #1 Premium Bourbon

• #3 American Whiskey behind JB and JD

Our challenge was to take its base success and further catapult it to another level. The critical aspect of this was to take the American spirit of the brand and make it accessible and relatable to the UK audience.

To do this we focussed on 6 key pillars:

Key Campaigns

National Events / Key Moments

Product

(existing & new launches)

Consumption Moments

(at home/at a bar)

Bourbon Knowledge

(connoisseur)

Consumption Methods

(different cocktails)

To convert our target audience into consumers, we ensured that both copy and creative had to be equally powerful, which piqued their interest and captivated them. We framed our tone of voice around the following principles:

• The return of masculinity

• Happiness is the new success

• Extreme transparency

• The bold and different taste

• The authenticity of a brand that doesn’t try to be anything it isn’t.

Through premium photography shoots, smart advertising, strong copy and active community management we supported the brand to grow over 51% more than the previous year, with a reach of over 22 million and an average engagement rate of 13.8%.

More importantly, our team can make the best Old-Fashioned cocktails. Test us out.

Visit the Wild Thanksgiving case study to find out about one of our key activations for the year.