Gruppo Campari Global Travel Retail has partnered with Heinemann to execute a one-month campaign for Wild Turkey Kentucky Straight Bourbon at Sydney Airport.
The promotional area, located at the Tavern Tasting Bar in Terminal 1, features several key products within the Wild Turkey portfolio of aged bourbon, showcased with the brand’s visuals and call to action “Greatness isn’t Pretty”. The activation also includes branded light boxes, feature wall panels and back-lit shelving.
Wild Turkey 101 Proof, Wild Turkey 86.8 Proof, Wild Turkey Rare Breed, Wild Turkey Kentucky Spirit, Wild Turkey American Honey Liqueur, Wild Turkey Spiced and new limited release Wild Turkey Master’s Keep 17 Year Old are all on display at the promotion.
Brand ambassadors invite shoppers to explore the Wild Turkey range and discover their own ‘perfect’ Wild Turkey. The promotion also features sampling, Wild Turkey heritage story-telling and broader education about the bourbon category.
Gruppo Campari Global Travel Retail Director Leigh Irvine commented: “As the Australia domestic market leader in premium bourbon, this is a significant opportunity for us to capitalise on direct engagement with Wild Turkey fans travelling out of Sydney. Throughout June we’ve connected them with the incredible choice in our extended portfolio, delivering increased trade-up throughout the range as well as creating greater brand awareness and trial from new bourbon drinkers.”
Heinemann Australia Managing Director Constantin Wiesmann added: “Wild Turkey is an extremely popular brand with high levels of recognition among our home consumer audience and this campaign has encouraged customers to explore the excitement of the bourbon category. It has attracted a wide range of shoppers including noticeable interest from traditional whisky drinkers looking for a new discovery and motivated by the choice of age statement options and the iconic heritage of the brand.”
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Wild Turkey Master’s Keep 17 Year Old
Wild Turkey Master’s Keep 17 Year Old is the inaugural release from Master Distiller Eddie Russell and his father Jimmy Russell, said to be the only active father son Master Distiller team in the world. The Kentucky Straight Bourbon Whisky, aged in both brick and wood rick houses, starts out smooth and silky, transforming into a caramel, vanilla sweetness. It finishes with a savoury spiciness and oak.
