Turkey takes centre stage in refreshed bourbon label

Wild Turkey Bourbon has announced new packaging for its glass and RTD range along with a refreshed marketing campaign.

The new-look packaging will feature the brand’s turkey more prominently, while the bird is also a central focus for the campaign.

Marketing director Nicole Stanners said the packaging reflected the core values and credentials of the brand.

“The campaign, based on the concept of ‘Greatness isn’t pretty’, emphasises substance over style," she said.

"The product's quality and authenticity is captured by the tagline 'Aged longer'."