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With Wild Turkey Spiced, Campari America Targets Rum Giants’ Turf

September 6, 2013

Campari America has extended its Wild Turkey brand with Wild Turkey Spiced, a new flavored Bourbon offering intended to compete against spiced rums. Retailing at $22.99 a 750-ml., Wild Turkey Spiced’s sweet and spicy profile is said to resemble spiced rum and is suggested to be consumed neat or with cola. Campari says the 86-proof entry is positioned as a male-targeted trade-up from spiced rum and is intended to bring rum drinkers into the Bourbon fold. Backed by a new digital campaign, Wild Turkey Spiced will be hitting national distribution this fall.

Wild Turkey Spiced is the latest innovation on a brand that was among the pioneers in the flavored segment with Wild Turkey American Honey, which was introduced back in 2007. In recent weeks, Wild Turkey also extended its line with Forgiven, a limited edition Bourbon and rye whiskey hybrid retailing at $49.99 a 750-ml. Last year, the Wild Turkey brand was up 9.7% to 822,000 nine-liter cases in the U.S. market, according to Impact Databank. American Honey contributed 25% growth to 286,000 cases.

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