MATTHEW McCONAUGHEY TAKES ON THE ROLE OF WILD TURKEY’S CREATIVE DIRECTOR

BY EVAN MONROE

In August of last year, Wild Turkey announced a multiyear agreement in which Academy Award-winning actor Matthew McConaughey would act as the brand’s Creative Director. He will serve as the chief storyteller for the Lawrenceburg, KY-based distillery, both behind the camera and in front of it, and began in September with TV and digital campaigns, followed by a short film documenting the Texas native’s interactions with Wild Turkey’s distilling family, the Russells.

A longtime bourbon fan, McConaughey  rst visited the distillery
three years ago (it’s a 20-minute drive from the University of Kentucky, the place where his parents met). It was there, high above the Kentucky River, that he was introduced to Bourbon Hall of Famer Jimmy Russell, and Eddie, his son and Master Distiller.

“Wild Turkey has the history and qualities of a brand that depicts the dedication of someone who did something their own way—even if that way isn’t always the most popular,” said McConaughey. (The campaign will see the actor serving as an on-camera presence as well as director.) “When making a movie, you have two hours to tell a story. Here, I have 30 seconds to reintroduce the world to a company that helped shape an entire U.S. industry.”

“I’ve spent more than 60 years doing what I love every single day,” said Jimmy Russell. “It was important to me to  find someone who shares our passion and understands what makes us special.

After spending time with Matthew, I was impressed by how much he knew and how interested he was in telling the world more about us.

“It’s a new era,” added Bob Kunze-Concewitz, CEO at Gruppo Campari, owner of Wild Turkey, “We’ve made a significant investment into the brand over the last several years, as we’ve always strongly believed in the quality of the product and the special story behind the people who make it. With Matthew on board, we believe we are ready to share that story with the entire world.”

May brought the maker’s latest version of Wild Turkey Rare Breed, a 116-proof (58% alcohol) single-barrel product first released in 1991—this year’s reported to be a blend of 6-, 8-, and 12-year-old bourbons. We take ours neat and straight from the freezer all summer long. Bliss.