Campari Group has commenced the planned revamp of the bottle design for the Wild Turkey Bourbon brand. The redesigned bottle, unveiled this week, applies initially to Wild Turkey 101, ahead of the global roll-out across the brand's full portfolio "in due course". The new look, which includes a size reduction for the front label and a heavier base, aims for a “more modern and premium look", according to the company. The brand owner initially announced the move in May last year. "[The] new look elevates the 101 experience by completely reimagining the traditional Bourbon bottle, with details that mimic the silhouette of the wild turkey itself," Campari said. The group acquired Wild Turkey from Pernod Ricard in 2009. The future of wine & spirits – Bob Kunze-Concewitz, CEO of Campari Group, shares his predictions for 2022