Wild Turkey Honors Tradition with Brand-New Whiskey Campaign

Monday, 15 September 2025 at 12:02PR Newswire

For hundreds of years, bourbon has been crafted in the United States. The recipe at certain distilleries have remained unchanged since their inception. Wild Turkey is an example, sticking to tradition with a brand new campaign.

FAQ

What is Wild Turkey bourbon unveiling?
A new global campaign: “When You Know It’s Right, Don’t Change a Damn Thing.”

What is the focus of the bourbon campaign?
Master Distiller Jimmy Russell. He has been the guardian of the authentic Wild Turkey recipe, unchanged for 71 years.

Is a new bourbon being released?
This is not yet disclosed.

Wild Turkey celebrates tradition, resists modernization

At a time when many whiskey distilleries experiment or capitalize on fashion trends, Wild Turkey sticks to what has been working for almost a century. In a fresh campaign, the bourbon maker in the United States emphasizes that the Russell family remained steadfast to the original recipe.

This was even upheld when competitors started diluting their bourbons in the 70s and 80s. The campaign features not only Jimmy Russell, Wild Turkey's Master Distiller, but also other family members.

His son Eddie (also a Master Distiller), grandson Bruce (associate master blender), and granddaughter Joann Street (brand ambassador) are featured in the video. Together they embody the following philosophy: When You Know It’s Right, Don’t Change a Damn Thing.

Is a new Wild Turkey bourbon also in the works?

Raul Gonzalez, Global Managing Director of Whiskey & Rum at Campari Group, says that Wild Turkey does not merely stick to traditions but celebrates and takes pride in them. This is one of the reasons why the bourbon is so loved all around the world, according to Gonzalez.

'The brand's steadfast approach is one reason why Wild Turkey is so beloved and respected all over the world today. There's pride in ordering Wild Turkey bourbon, and we're excited to bring Jimmy and Wild Turkey's story to a new generation of fans with this new campaign.'

- Raul Gonzalez

Whether Wild Turkey will stick to this campaign promoting only their existing range of bourbons is unclear. For now, the distillery has not announced a new bourbon.