Campari Group Global Travel Retail (GTR) has partnered with Heinemann Duty Free to launch a two-month Wild Turkey activation at Sydney Airport T1 International, introducing the bourbon brand’s new campaign and visual identity to travel retail.
Running until 4 November, the activation combines tastings, digital engagement, product personalisation and portfolio displays. It also featured a three-hour appearance by Wild Turkey Associate Master Blender Bruce Russell on 4 September.
Russell, a third-generation member of the family behind Wild Turkey, met passengers for bottle signings and photographs and led a tasting of selected expressions. He is the grandson of Master Distiller Jimmy Russell and son of Master Distiller Eddie Russell.
Campari Group GTR said the activation is designed to strengthen Wild Turkey’s position in Australia while engaging international passengers travelling through Sydney.
Campari Group Global Head of Marketing & Customer Channel Marketing of Global Travel Retail Biancamaria Sansone commented, “Australia is a key market for Wild Turkey, and as the largest airport in the country, Sydney gives us an important platform to build on this strong position while connecting with travellers from around the world.
“Together with Heinemann Duty Free, we are proud to bring Wild Turkey’s new campaign to life in travel retail, with Bruce Russell’s visit creating an even more personal connection to the family and heritage behind the brand.”
Located within Heinemann Duty Free at T1 International, the activation features a tasting bar, portfolio displays and gifting area.
Brand Ambassadors are offering samples of Wild Turkey’s core range and travel retail-exclusive (TREX) expressions, with more than 650 tastings conducted during the activation’s first two weeks.
The space introduces the brand’s latest campaign to the global travel retail channel, built around the messages ‘When you know it’s right, don’t change a damn thing’ and ‘Aged Longer. Bold Flavor.’
The campaign focuses on Wild Turkey’s bourbon-making heritage and Jimmy Russell, who has worked with the brand for more than 70 years.
Digital elements include Cocktail Match, an interactive platform that uses a short quiz to match travellers with a Wild Turkey cocktail. Users can save and share their recommendation.
Passengers can also personalise Wild Turkey-branded tote bags using a selection of patches, applied at the activation or taken away for later use.
Heinemann Oceania Managing Director Rosi Fernandez said, “Wild Turkey has a strong connection with Australian consumers, and we wanted to bring that to life by creating an experience worth stopping for.
“Having Bruce Russell with us made it even more special, giving travellers the opportunity to meet the family behind the brand, hear the Wild Turkey story first-hand and discover what makes it so unique.”
Bruce Russell commented, “It was great to spend time with Wild Turkey fans and travellers in Sydney and share some of what makes this bourbon so special to our family.
“I grew up around Wild Turkey, learning from my grandfather Jimmy and my dad Eddie, and I’m proud to now play my own part in carrying that legacy forward.
“Being able to share a few pours, talk whiskey and meet the people enjoying what we make is always a great experience.” ✈
