Product Launch - US: Gruppo Campari's Wild Turkey Spiced

By | 5 September 2013

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Gruppo Campari's Wild Turkey Spiced

Category - Spirits, Bourbon, spiced, 43% abv

Available - From beginning of autumn

Location - US, nation-wide

Price - SRP of US$22.99 per 75cl bottle

Gruppo Campari has launched a spiced version of its Wild Turkey Bourbon, which it claims is a more “macho” spirit targeted at male consumers.

It has a sweet and spicy taste profile and can be drunk on its own, or mixed with cola, Campari said. The company is hoping the product will bring rum drinkers into the Bourbon category.

Wild Turkey Spiced follows the launch last month of another extension in the Bourbon brand's portfolio, Wild Turkey Forgiven.

Show the press release

LAWRENCEBURG, KY (September 5, 2013) – If variety is the “spice” of life, then Spiced Rum drinkers have reason to rejoice. In a move designed to offer a more masculine choice to Spiced Rum, Wild Turkey® Bourbon has written a new chapter in its impressive history of innovation for drinkers looking to “man up” and make the bold leap into the wild world of whiskey. Forever changing the Bourbon category, the legendary brand introduces Wild Turkey Spiced™, the first-ever spiced Bourbon from the “Island of Kentucky.” Featuring world-famous Kentucky Straight Bourbon with exotic spice, Wild Turkey Spiced is the consummate choice for drinkers curious about Bourbon and looking to trade-up from Spiced Rum.

At 86 proof, Wild Turkey Spiced is a truly unique Bourbon experience that maintains Wild Turkey’s signature bold flavor while highlighting spiced cues previously found only in island spirits. Wild Turkey Associate Master Distiller and Bourbon Hall of Famer Eddie Russell created an eminently mixable, yet sip-able spirit with a sweet and spicy taste profile that can be enjoyed on its own, but really shines when mixed with cola.

“I wanted to develop a liquid that brought to life the best of our robust Bourbon, while borrowing cues that have made island spirits so appealing,” said Eddie Russell. “As the category continues to grow, many people, especially rum drinkers, are becoming curious about Bourbon and its sophisticated, more pronounced taste profile. We believe Wild Turkey Spiced is the perfect drink to bring them into the category.”

With the combination of island spices and Wild Turkey Bourbon heritage, Wild Turkey Spiced mixes the best of Kentucky and the Islands like no one has ever done before. Supported by a unique, tongue-in-cheek digital campaign that conveys what life is like on the “Island of Kentucky,” the marketing will take aim at the notion of graduating from Spiced Rum to the classic, all-American spirit – Bourbon.

Boasting taglines like “Bourbon with a nautical twist – whatever nautical means” and “We considered putting a pirate on the label, until we realized pirates wear tights,” the “Island of Kentucky” embodies a macho mindset that transports nascent Bourbon drinkers to a fictional landscape where they can turn in their boring Spiced Rum credentials for something that invokes chest thumping, fist bumping and tremendous feats of strength – Wild Turkey Spiced. The campaign was developed by Wild Turkey creative agency of record VITRO of San Diego.

“One of the pillars for the Wild Turkey Bourbon brand has always been innovation and experimentation, while maintaining our commitment to quality and heritage,” said Andrew Floor, Group Brand Director, Wild Turkey. “In our Associate Master Distiller Eddie Russell, we have one of the most inventive Bourbon minds in the industry; someone who can bring innovation and tradition together to create signature products that drive the Bourbon category to new heights.”

The release of Wild Turkey Spiced continues a nearly 40-year tradition of innovation dating back to 1976 when Wild Turkey took the category in a completely different direction with the original honey flavored Bourbon, better known today as American Honey®.

Like all Wild Turkey Bourbons, Spiced is born from a natural aging process using American oak barrels with the deepest number 4 or “alligator” char that is used to age every Wild Turkey Bourbon variant. Wild Turkey Spiced joins a growing product line-up that features flagship Wild Turkey Bourbon 81 and 101, Wild Turkey Rye, Wild Turkey Forgiven™, Rare Breed®, Kentucky Spirit®, American Honey® and Russell’s Reserve®.

Wild Turkey Spiced will be available nationwide beginning in the fall of 2013 with a suggested retail price of $22.99 per 750 ml bottle. Visit IslandofKentucky.com for additional information.

Below is a news release announcing Wild Turkey Spiced, a new Bourbon experience that combines world-famous Kentucky Straight Bourbon with exotic spices.

At 86 proof, Wild Turkey Spiced maintains Wild Turkey’s signature bold flavor while highlighting spiced cues previously found only in island spirits. It’s the consummate choice for drinkers curious about Bourbon and looking to trade-up from Spiced Rum.

Wild Turkey Spiced will be available nationwide in fall 2013 with a suggested retail price of $22.99 per 750 ml bottle.

 

 

 

 

 

Original source: Company Release

Expert analysis

Spirit Producers (Global) - Industry Report

Spirit Producers (Global) Analysis provides a detailed overview of the Spirit Producers (Global) market and delivers a comprehensive individual analysis on the top 500 companies, including SUNTORY LIQUORS LIMITED, THE EDRINGTON GROUP LIMITED and SICHUAN LANGJIU GROUP CO.,LTD.

Sectors: Product launches, Spirits

Companies: Gruppo Campari, Campari

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