News Briefs for September 10, 2025
September 10, 2025•Campari has kicked off “When You Know It’s Right, Don’t Change a Damn Thing,” a new ad campaign for Wild Turkey, created by agency GUT New York. The campaign’s video components are directed by Kiku Ohe and include 8- and 35-mm film elements, as well as digital video, exploring the brand’s traditions and featuring cameos from distillers Jimmy and Eddie Russell, associate blender Bruce Russell, and U.S. brand ambassador Joan Street, who is also Jimmy’s granddaughter. In addition to the films, the campaign will run in digital, social, and print channels around the world. Last year, Wild Turkey was up 4.3% to 806,000 cases in the U.S., according to Impact Databank.
•Mijenta Tequila has launched Maestra Selection No. 2, a new limited release. The 40% abv Tequila is made using agaves sourced from single estates across all five Tequila producing states—Guanajuato, Jalisco, Michoacan, Nayarit, and Tamaulipas—with each source distilled separately before blending. Maestra Selection No. 2 comes in a five-sided bottle with a label designed by Mexican artist Sophia Castellanos showing animals representing the five states. The Tequila retails at $75 and is rolling out to select retailers across the U.S. Last year, Mijenta was at 48,000 cases in the U.S., according to Impact Databank’s estimate.
•Bardstown, Kentucky-based Heaven Hill has announced the 2025 release of the distiller’s Grain to Glass Kentucky Straight Wheated Bourbon Whiskey. This year’s edition comes in at 53.3% abv and is distilled from a mash of 35% wheat, 52% corn, and 13% malted barley, and aged for over six years. The release carries a suggested price of $100 a 700-ml. bottle, with a portion of sales supporting the Farm Rescue charity. Grain to Glass Kentucky Straight Wheated Bourbon whiskey will be available across the U.S. in limited quantities.
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