Wild Turkey Distillery Visitor's Center Renovation and Rebranding

Project Statement

If you have every visited Wild Turkey, there is no fixture more important on Wild Turkey Hill than Jimmy Russell himself, whose philosophy about life and community greatly influenced the redesigned and rebranding of the 10-year-old space. With the kickoff Jimmy's 70th anniversary year with Wild Turkey, there was a renaming of the visitor center commemorates Jimmy's unwavering dedication to crafting bourbon his way. His stories and his way become the guidance as our team worked with the Campri Branding Team to reflect the spirit of the bourbon in the experience of the guest tour.

The new Jimmy Russell Wild Turkey Experience features an array taste, touch, and smell that are included as follows:

• History Walk: Visitors can stroll a video hallway which traces the evolution of bourbon, discovering the milestones that have shaped Wild Turkey's rich history, and provides a deep dive interactive view into the whiskey production process.
• Generations Lounge: Named in celebration of three generations of the Russell family working at Wild Turkey, this contemporary mixology lounge offers panoramic views of the Kentucky River and an innovative cocktail program with a rotating menu of classics and modern favorites in a indented family room of bourbon.
• Tasting Rooms: Wild Turkey's expert guides will lead guests through a curated selection of the distillery's fine bourbons & ryes in two brand new tasting rooms, featuring displays of historic Wild Turkey bottles through the years.
• Retail Experience: Guests can explore a wide range of American whiskeys, merchandise and gifts including exclusive and limited-edition offerings from across the Wild Turkey portfolio that is enhanced with interactive kiosks.
• Outdoor Pavilion & Bar: Overlooking the lush landscape and Kentucky river with views of the historic Jo Blackburn Bridge and Young's High Bridge, the outdoor pavilion and terrace provides for the entertainment of large group with a picturesque setting for events, tastings and gatherings while enjoying the finest American whiskeys from Wild Turkey, Russell's Reserve and Longbranch.

The intent for the destination is not just a place to visit; it's like a second home. The Jimmy Russell Wild Turkey Experience is goal was to be a perfect tribute to grandad and his life-long commitment to spreading the word of bourbon.