Campari Group updates Wild Turkey Bourbon bottle design

Campari Group has updated its Wild Turkey flagship Bourbon whiskey bottle with a “modern” new look that imitates the shape of its namesake.

The new bottle, which is embossed with a wild turkey at the centre and sports a smaller reduced-paper front label inscribed with Jimmy Russell’s signature, has been given its new look to better reflect the Bourbon’s “premium” positioning.

Additionally, the new bottleneck shape, which has been inspired by the extended neck of a wild turkey, slopes down to a thicker base has been added “for more stature” and finishes with “a sharp edge detail – a nod to the turkey’s pointed spur”.

The liquid inside the bottle remains the same, but the company added that the new “modern sleek look” was a way for the brand to better reflect that it is “not manufactured and not subdued to please the masses”.

The new Wild Turkey 101 pack is set to roll out across the full range in due course.