Has Wild Turkey changed?

Answered by James Porterfield

Over the years, Wild Turkey has undergone significant changes, both in terms of ownership and the products they have released. As a blogger and enthusiast, I have closely followed these changes and witnessed the evolution of Wild Turkey.

Change in Ownership:
One of the major shifts in Wild Turkey's history came in 2009 when the brand was acquired by the Campari Group. Prior to that, it had been owned by the Ripy family, then the Gould Brothers, and later by Pernod Ricard. Each ownership brought its own influence and direction to the brand. Under Campari, there has been a renewed focus on expanding the Wild Turkey portfolio and increasing its global presence.

Expansion of the Portfolio:
In recent years, Wild Turkey has released several new expressions, expanding beyond their iconic 101 proof . They have introduced higher-end offerings like the Wild Turkey Master's Keep series, which includes limited edition releases aged in unique . These expressions showcase the brand's commitment to experimentation and innovation while still honoring their traditional roots.

Barrel Entry Proof:
Another significant change that Wild Turkey implemented was a reduction in their barrel entry proof. This refers to the proof at which the whiskey is placed in the barrel for aging. In the past, Wild Turkey used a higher entry proof of around 107, but in 2004, they lowered it to 110. This change was made to produce a smoother and more approachable whiskey, appealing to a wider range of palates.

Building More Rickhouses:
Wild Turkey has also invested in expanding their production and aging facilities. They have built additional rickhouses, which are large warehouses where barrels of whiskey are stored for maturation. This expansion allows for more whiskey to be aged, ensuring a consistent supply and enabling the brand to meet the growing demand for their products.

Evolution of Packaging and Marketing:
Wild Turkey has also made changes to their packaging and marketing strategies. The iconic turkey logo has remained a constant, but the labels and bottle designs have undergone subtle updates to reflect a more aesthetic. Additionally, the brand has embraced social media and digital marketing, actively engaging with their audience and sharing their whiskey-making stories.

Personal Experience:
As a whiskey enthusiast, I have had the opportunity to taste and review several Wild Turkey expressions over the years. I have noticed a shift in their flavor profiles, with newer releases showcasing more complexity and nuance. The increased focus on experimentation and limited editions has provided whiskey enthusiasts like myself with exciting new options to explore within the Wild Turkey range.

Wild Turkey has indeed changed over the years. From changes in ownership to the expansion of their portfolio and production facilities, the brand has evolved while still staying true to its heritage. The introduction of new expressions, lower barrel entry proofs, and updated packaging reflect a commitment to innovation and meeting the evolving tastes of whiskey drinkers. As a whiskey blogger, I appreciate the brand's willingness to adapt and provide a diverse range of high-quality whiskeys for enthusiasts to enjoy.