Wild Turkey — Behind the Barrel

Wild Turkey needed to develop a program that would reshape bartender perception and support of the brand.

Fusion created a weekend-long event, partnering with the United States Bartenders’ Guild (USBG) to carefully handpick worthy bartenders from across the nation for a firsthand Wild Turkey experience.

73,281

Social Impressions

30

New Brand Ambassadors and Gatekeepers

2

Days of Lifelong Memory Making

Step
1

Dinner @ St. Charles Exchange

After checking in at the historic Seelbach hotel in Louisville, bartenders arrived for a dinner with Master Distillers Jimmy and Eddie Russell to set the tone for the weekend.

Step
2

Independent Stave

Early Saturday morning, bartenders were treated to an exclusive, behind-the-scenes look at the creation of Wild Turkey’s #4 Alligator Char Barrels.

Step
3

Skeet Shooting

The Wild Turkey legacy began on a hunting trip, so Fusion brought history to the forefront. Authenticity shone through as bartenders shot skeet with Master Distiller Jimmy Russell.

Step
4

VIP Tour with a Master Distiller

Bartenders were given an opportunity that few ever receive – a step-by-step walkthrough of Wild Turkey’s distilling process led by the master himself, Eddie Russell.

Step
5

Rare Breed Challenge and Barrel Tasting

We challenged bartenders to create their own blend of Wild Turkey, putting their creations to the ultimate test – the palate of a Master Distiller. Afterwards, they were treated to samples straight from the barrel.

Step
6

Outdoor Dinner, Glamping & Bonfire

The journey came to an end with dinner and bourbon at a long, country table overlooking the Kentucky River. Afterwards, Master Distiller Eddie Russell joined the bartenders in a bonfire celebration until each retired to their own fully-furnished 5-star “glamping” tent.

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