Designed by The Saltmine, Australia.
The new Wild Turkey ready-to-drink design hits shelves this month with a design from The Saltmine. The brand was acquired by Campari in 2009 and needed to bring the RTD products in the Australian market inline with the global parental brand changes.
Developed exclusively for the Australian market, the Wild Turkey RTD range now consists of Wild Turkey 101 Premium Blend at 6.5 percent ABV, Wild Turkey and Cola at five percent ABV and Wild Turkey and Dry, also at five percent ABV, in both bottle and can formats.
The revamping of the range coincides with the kick off of the ‘Give ‘em the Bird’ campaign.
“We wanted to change the packaging of our RTD range to reflect a contemporary look that will build on the brand’s rich heritage and drive Wild Turkey to new levels in Australia,” Campari Australia marketing director, Brad Timbrell.
“Wild Turkey is also going through global packaging changes in its glass spirit range, due to roll out later this year, that will reflect a more modern look. The updated range of RTD and glass spirits has resonated extremely well with Australian consumers, with recent research confirming our new look is a winner.”
Wild Turkey’s legendary master distiller, Jimmy Russell, gave the new look his thumbs up. “Even a good ‘ol boy changes his shirt every now and then and the new RTD range represents a careful adjustment of the flavour that consumers love,” said Russell.