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


Starbucks jumps on gin bandwagon

Starbucks has become the latest company to tap into the gin craze, with the launch of Starbucks Reserve Gin Barrel-Aged Cold Brew....


Conviviality CEO Diana Hunter departs as countdown continues

The CEO of Conviviality, Diana Hunter, has stepped down from the post, at the start of what could be another rocky week for the beleaguered group....


Feeling Blue on Monday? Help is at hand

It may not be scientific, but the third Monday in January has been coined 'Blue Monday' - the most depressing day of the year. Dreamed up in the UK by a psychologist commissioned by a holiday company ...


Loch Lomond Group's Loch Lomond Inchmurrin Single Cask - Product Launch

Loch Lomond Group has lined up a limited edition, ten-year-old single cask iteration under its namesake single malt brand....


Bad day on the beer? This'll help

If you work for a brewer and are having a rough week, take a minute to regain some perspective with this, from the good people at US craft beer producer Sierra Nevada Brewing Co....


Toorank revamps Sloane's gin packaging

Dutch spirits company Toorank has given premium dry gin brand Sloane's a packaging makeover, taking inspiration from the story of traveller and naturalist Hans Sloane....


Brewers Association "bid" to buy Anheuser-Busch InBev strikes a chord

Is this a case of if you can't beat them, buy them?...

Forgot your password?