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Wild Turkey, a brand of Kentucky straight bourbon whiskey distilled and bottled by Campari Group, has unveiled a new packaging for its premium bourbon and rye whiskey range.

The new design has been developed based on the success of its super premium limited time offerings such as Forgiven, Diamond and Master’s Keep, combined with Gruppo Campari’s aim to expand the markets.

The Wild Turkey products including Wild Turkey Bourbon, Wild Turkey 101, Wild Turkey Rye, Wild Turkey 101 Rye and Wild Turkey 101 8 Year Old (Japan only) will get the new packaging.

Wild Turkey Bourbon available only in Australia and Wild Turkey 101 8 Year Old exclusively available in Japan will also receive the revamped packaging.

The newly designed Wild Turkey brands will feature labels that will include Strip Stamp at the neck of the bottle, which will denote the type of whiskey, besides a circular Wild Turkey marking embossed in the glass.

Additionally, the new illustration on its label features a spirited bird.

Gruppo Campari Spirits global vice-president Melanie Batchelor said: "While sticking with our traditional recipe and authentic values, we are excited to present new global packaging for Wild Turkey.

"Proudly and prominently featuring our turkey brand icon, this new premium look is the result of in-depth research, consulting with our distillery, and listening to bartenders and consumers.

"With the explosion in interest we’ve seen in the bourbon and rye categories, driven by classic cocktail trends, we’ve seized the opportunity for bold premiumisation.

"With this new, proud, and striking design, our packaging for Wild Turkey will now stand out amongst the competition as well as our award-winning liquid has done for decades."

Over the years, the company has invested more than $100m to expand the Wild Turkey distillery including the construction of a new visitor centre and packaging facility.

The newly designed bottles are already available in the market.


Image: New look for Wild Turkey range. Photo: courtesy of PRNewsFoto/Wild Turkey