Gruppo Campari has partnered with Gebr Heinemann at its flagship
Sydney Airport store in a one-month campaign for Wild Turkey Kentucky Straight
Bourbon. Wild Turkey is the number one premium bourbon by volume in Australia,
according to IWSR 2015.
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| Wild Turkey Master's Keep 17yo |
"Greatness Isn't Pretty"
Prominently located at the Tavern Tasting Bar, front of
store, in an area of high passenger footfall, the June activation featured
several key products in the Wild Turkey portfolio of aged bourbon, showcased
with the brand’s iconic visuals and call to action of “Greatness Isn’t
Pretty”.
Branded light-boxes, feature wall panels and back-lit
shelving provided a strong presence for the introduction of the limited release
Wild Turkey Master’s Keep 17 Year Old alongside six core variants: Wild Turkey
101 Proof, Wild Turkey 86.8 Proof, Wild Turkey Rare Breed, Wild Turkey Kentucky
Spirit, Wild Turkey American Honey Liqueur and Wild Turkey Spiced.
Brand ambassadors invited shoppers to explore the range. Sampling
was supported by Wild Turkey heritage story-telling and broader education about
the bourbon category, as an alternative to traditional Scotch whisky.
Traditional whisky drinkers looking for a new discovery
Constantin Wiesmann, Managing Director of Gebr Heinemann
Australia, said: “Wild Turkey is an extremely popular brand with high levels of
recognition among our home consumer audience, and this campaign has encouraged
customers to explore the excitement of the bourbon category. It has attracted a
wide range of shoppers, including noticeable interest from traditional whisky
drinkers looking for a new discovery and motivated by the choice of age
statement options and the iconic heritage of the brand.”
Leigh Irvine, Global Travel Retail Director of Gruppo
Campari, added: “As the Australia domestic market leader in premium bourbon,
this is a significant opportunity for us to capitalise on direct engagement
with Wild Turkey fans travelling out of Sydney. Throughout June we’ve connected
them with the incredible choice in our extended portfolio, delivering increased
trade-up throughout the range as well as creating greater brand awareness and
trial from new bourbon drinkers.”
Master’s Keep: A bourbon 17 years in the making
Wild Turkey Master’s Keep 17yo is the inaugural release from
Eddie Russell as Master Distiller, following in the footsteps of his legendary
father Jimmy Russell. Aged in both brick and wooden rickhouses, this Kentucky straight
bourbon whiskey is hand selected for its balanced flavour. Consistent temperatures in the brick
rickhouses give the bourbon a mild, earthy flavour profile, while the greater
temperature variations in the wooden rickhouses allows the liquid to absorb
more of the vanilla, caramel and oak flavours from the oak barrels. Although
Master’s Keep went in to the barrel at 107 proof, its ageing process produces a
lower bottle proof of 86.8. The liquid starts out smooth and silky,
transforming into a caramel, vanilla sweetness and finishes with savoury
spiciness and oak.
