Wild Turkey Launches Global Campaign Emphasizing Tradition and Family Legacy

Campari Group has launched a new global marketing campaign for Wild Turkey, marking the bourbon brand’s first major worldwide activation since 2021. The campaign, titled “When You Know It’s Right, Don’t Change a Damn Thing,” is set to begin this fall in the United States, Japan, Australia, and South Korea. Campari Group plans to expand the campaign to additional markets in the coming months.

The campaign highlights Wild Turkey’s long-standing commitment to consistency. According to Campari, the bourbon has been made using the same recipe for over 100 years. The company aims to emphasize this tradition as a key part of Wild Turkey’s identity in an increasingly competitive spirits market.

At the center of the campaign is a 120-second video spot featuring master distiller Jimmy Russell, who has worked at the Wild Turkey distillery for 71 years. He appears alongside his son Eddie Russell and grandson Bruce Russell, both of whom are also involved in the family business. The video showcases their shared dedication to maintaining the original recipe and production methods that have defined Wild Turkey for generations.

The decision to focus on family and tradition comes as consumer interest in heritage brands continues to grow. Campari Group executives say they want to remind drinkers that Wild Turkey stands apart by refusing to alter its core product despite changing trends in the spirits industry.

The campaign will include digital advertising, social media content, and in-person events in key markets. Campari Group hopes that by spotlighting the Russell family’s legacy and the brand’s unwavering approach, they can strengthen Wild Turkey’s position among both longtime fans and new consumers.

Wild Turkey is one of Campari Group’s flagship brands and plays a significant role in its global portfolio. The company has invested heavily in recent years to expand its reach beyond its traditional strongholds in the United States and Australia. With this new campaign, Campari aims to reinforce Wild Turkey’s reputation as an authentic bourbon with deep roots and a clear sense of purpose.

The rollout comes at a time when bourbon sales continue to rise worldwide, driven by growing interest in American whiskey across Asia and Europe. By launching this campaign ahead of the holiday season, Campari Group is positioning Wild Turkey for increased visibility during one of the busiest periods for spirits sales.

Executives say that future phases of the campaign will adapt messaging for local audiences while keeping the focus on consistency and tradition. The company expects that highlighting these values will resonate with consumers looking for authenticity in their beverage choices.