The Tasting Panel magazine

January 2014

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Page 41 of 108

BRAND SPOTLIGHT American (Whiskey) Idol UNTAMED SPIRIT WILD TURKEY CONTINUES TO REPRESENT OLD-FASHIONED VALUES WITH A HUMAN TOUCH I PHOTO COURTESY OF CAMPARI AMERICA n the overgrown forest of American bourbons that has recently covered backbars and retail shelves, Wild Turkey has kept its place. "It's been around nearly 100 years," Andrew Floor, Brand Manager, tells THE TASTING PANEL on a recent visit. "It's still the same product—same mash bill, yeast strains and number-four-char barrels." Bourbon writers and connoisseurs understand the nature of this proud bird; bartenders will tell you it's still their favorite for its consistent high quality and bold, spicy character, even as they may pour the new kid on the block. Not surprising, considering Wild Turkey's a unique legacy. Custodians of the brand, the father and son team of Jimmy Russell and his son Eddie— two Bourbon Hall of Famers—are proud of what Wild Turkey stands for and promise never to change the revered bourbon's formula. They'll keep spending on quality grains, top barrels and the time needed for aging. "It's the right thing to do," claims the elder Russell. #Nevertamed Campaign In an effort to increase awareness among Millennial consumers, Wild Turkey's new advertising campaign, #Nevertamed, turns its attention to the quality in the bottle: While the spirit that's at the heart of Wild Turkey can be captured and bottled, it has never been tamed. The slogan also references the brand's refusal to change its production process and barrel regime, even when it would be less expensive to do so. The multi-media campaign focuses on five uncompromising individuals who exhibit the same #Nevertamed spirit. They include: Rosie Napravnik is a horseracing jockey who represents the #Nevertamed spirit. • Michael Sharp: An Alaskan outdoorsman who surfs in the arctic waters every single day. • Chris Davenport: A mountaineer who not only skied all of Colorado's 54 tallest peaks in one year, but hiked up the mountains himself. • Rosie Napravnik: A trailblazing female horseracing jockey. • Caleb Siemon: An artist and designer who bucked convention to chase his dream and became America's premier glass blower. • Tim Rigby: A legendary Hollywood stunt man. january 2014  /  the tasting panel  /  41 TP0114_034-65.indd 41 12/19/13 9:27 PM

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