Blog: Campari embraces Fear & Loathing with Wild Turkey tie-up

James Wilmore | 31 January 2014

Gruppo Campari is taking advantage of the received wisdom that its Bourbon brand, Wild Turkey, was a favourite of the writer Hunter S Thompson.  

A stage version of the late hellraiser's seminal novel Fear and Loathing in Las Vegas made its debut last night in an underground space, The Vaults, near Waterloo, London. Campari has linked up with the show's producers, which include Thompson's friend Lou Stein, to promote the brand as part of a five-week run. 

just-drinks was treated to cocktails related to the Fear and Loathing theme while taking in the play. Strangely, though Wild Turkey is mentioned in the book, it did not get a direct reference during the performance. However, John Chancer, who put in an excellent performance as the play's dual-narrator, based on Thompson himself, is seen drinking the Bourbon brand. 

Being linked to a work so openly associated with drugs and general debauchery may seem a slightly high-risk strategy, bearing in mind the UK's powerful health lobby, but one that Campari must feel is worth taking. 

 

 

Sectors: Spirits

Companies: Gruppo Campari

NEWS

Diageo's Smirnoff Red, White & Berry - Product Launch

Diageo has followed in Anheuser-Busch InBev's footsteps with the launch of the "patriotic" Smirnoff Red, White & Berry vodka in the US....

BLOG

The brutal truth behind India's temperance movement

Some people in India believe alcohol should be more difficult to purchase. Last month, the state of Bihar halted all alcohol sales as its chief minister made good on an election promise. ...

BLOG

How to test Heineken's sense of humour

Greetings from Zurich. Here as a guest of Heineken's Amstel brand, I'm due to sit down later today with the group's senior global director for international brands, Walter Drenth....

BLOG

Which spirits category is the next big thing?

Drinks companies spend a lot of money on trying to predict trends. At last night's Worshipful Company of Distillers City debate, any strategists in the audience got a bit of forecasting for free....

ANALYSIS

Today's Market Trends - Scotch Whisky Essentials, Part II

just-drinks, in association with The IWSR, presents this seven-part review of the Scotch whisky category. In part two, we consider the sector's performance on a by-market basis....

BLOG

Aperol Spritz - Just the one. A large one?

I'll admit to being partial to an Aperol Spritz now and again, more usually in the summer months, sitting outside, shades on, slowly turning more golden/rusty....

just-drinks homepage



Forgot your password?