In the heart of Kentucky, and around the world, the name Wild Turkey has become synonymous with exceptional bourbon whiskey. With a history that spans generations, Wild Turkey has stayed true to its time-honoured secrets and earned its place in the heart of many Australians.
Third and fourth generation Russell’s and experts of the whiskey empire Eddie and Bruce Russell sat down with The Shout to discuss the landscape of Australia’s whiskey market, and the important role of the on- and off-premise in driving category growth.
Eddie told The Shout: “Australia is the biggest export market for Wild Turkey. The Asian markets are doing really well, and of course America is our biggest market by far, but Australia has always been a great market for us.”
“From our perspective, and from the data that Campari has, whiskey continues to grow in Australia,” added Bruce. “I know that you have some local distilleries that are doing pretty well, especially out of Tasmania, but American whiskey is growing and growing.
“We’re starting to see a little bit of a trend that we’ve already seen in America, where for a long time people were just drinking the baseline products, ours would be Wild Turkey 81 and Wild Turkey 101, but people are wanting small batches and single barrels, more of the craft stuff. We’ve got some cool stuff in the works this year and next at Wild Turkey.”
Having stood the test of time in Australia, Eddie explains what it is about Wild Turkey that appeals to the Australian consumer.
“Being authentic and realising that we have always made it the same way, we haven’t changed anything and we stay true to ourselves. When you’re showing up and meeting people, and they see that you’re not just a PR person – and that’s not to say anything bad against PR – but when consumers see that you’re real, when they hear you talk and realise your passion, it means a lot to them.
“There’s not a truer bourbon than Wild Turkey, it’s used the same recipe, the same yeast, distilled the same way for over 100 years. I think that really stuck with people, once they found out that it wasn’t just a marketing thing. My dad has been doing it for 67 years, me 42, and Bruce is definitely the new guy with 13 years.
“It’s not only meeting those people over in Australia, but getting to meet them when they travel to the United States and visit our distilleries. They get to see exactly what we’re doing, and they get to meet my dad [Jimmy Russell], he’s 89 years old and still sits in our visitors centre.”
Bruce strikes a similar tone, owing the success of the brand to its inclusivity.
“We have done a really good job over there of preaching that our whiskey is for everybody. In the last 10 to 20 years here in the States that maybe wasn’t the case. It’s a really high quality whiskey no matter which one you’re having, but whether you’re somebody from our fan club with a huge collection, or somebody who wants to go to the bar and have an RTD, Wild Turkey fits for every type of consumer.”
