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

BLOG

just-drinks technical issues - 24 August

We had some technical problems with the just-drinks site yesterday....

BLOG

P Diddy vs 50 Cent in vodka wars

No self-respecting rapper is without some affiliation to a booze brand. Vodka is de rigueur, thanks to P Diddy and his tie-up with Diageo and Ciroc. ...

BLOG

Beer and breakfast DO go together

Is this the true breakfast of champions?...

BLOG

Is this the worst drinks ad of all time?

We are well served in the drinks industry by quality advertising campaigns....

just-drinks homepage



Forgot your password?