Wild Turkey Opens New Visitors Center, Unveils Limited Edition Bourbon
April 16, 2014Gruppo Campari has crowned its $100 million investment in Wild Turkey with the opening of its new Wild Turkey visitor center on the Kentucky Bourbon Trail in Lawrenceburg. The modernized and expanded 9,140-square-foot facility sits on the Kentucky River and offers full visibility and access to the Bourbon-making process. Wild Turkey expects about 80,000 visitors this year, up from 62,000 in 2013.
Wild Turkey has also created limited edition Wild Turkey Diamond Anniversary, honoring legendary master distiller Jimmy Russell’s 60 years in the industry. Diamond Anniversary will be available from May to August in the visitor center and nationwide later this summer at a suggested retail price of $124.99. Wild Turkey Bourbon rose 10% to 590,000 cases in the U.S. last year, according to Impact Databank.
In other company news, Campari’s flagship bitter brand has released its 2014 limited edition Art Labels collection. The lineup, which includes three different designs, features labels with modern interpretations of artwork originally created by artist Fortunato Depero in 1927 and 1928. The collectible Art Label entries will initially launch in Italy in May, with a worldwide rollout to follow. Boosted by the Negroni cocktail, Campari jumped 14% to 75,000 cases last year in the U.S. market.
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