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.
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