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Wild Turkey Debuts Ambitious New Campaign, Says Spice Is Off To Fast Start

October 31, 2013

Campari America tells SND that its Wild Turkey Spiced offering ($22.99 a 750-ml.), launched in early September, has already proven to be a “phenomenal success” in its brief period on the market. Meanwhile, the core Wild Turkey brand has embarked on a new comprehensive campaign, entitled #Nevertamed and aimed at Millennial consumers.

“Wild Turkey Spiced offers a unique gateway into the world of Bourbon, particularly for spiced rum drinkers,” says Andrew Floor, senior marketing director, dark spirits at Campari America. “It’s in its very early days, but the results to date are very, very promising.” With Spiced adding new momentum, Floor adds that over the past 52 weeks Wild Turkey’s value growth has been almost double that of the Bourbon category in Nielsen channels.

In addition to Spiced, Wild Turkey is also being fueled by its American Honey offshoot, which rose more than 25% to 286,000 cases last year, according to Impact Databank. The Wild Turkey franchise as a whole was up 9.7% to 822,000 cases in the U.S. for 2012.

Campari America intends to further stoke that growth with what it calls the “largest marketing program” in the brand’s history. Debuting nationwide this week, #Nevertamed aims to emphasize Wild Turkey’s uncompromising production process and super-premium credentials. Running across television, digital, print, social media and off- and on-premise POS platforms, the ads star five luminaries from a variety of unique backgrounds, including Alaskan adventurer Michael Sharp, mountaineer Chris Davenport, horse-racing jockey Rosie Napravnik, artist and designer Caleb Siemon and Hollywood stunt man Tim Rigby. The #Nevertamed concept, strategy and campaign was developed by Vitro of San Diego.

The rollout of #Nevertamed caps a busy period for Wild Turkey. In addition to the new campaign and the launch of Spiced, Campari America also opened a new $45 million packaging plant at Wild Turkey’s Lawrenceburg, Kentucky distillery in early September. The facility has an initial capacity of 4 million cases.

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