Subscriber login Close [x]
remember me
You are not logged in.

McConaughey to "reintroduce" Wild Turkey as creative director

Published:  02 August, 2016

Wild Turkey has announced a new partnership with Hollywood actor Matthew McConaughey who has been brought onboard to introduce the bourbon brand to a new generation.

The True Detective actor will act as a storyteller for Wild Turkey behind the camera and in front of it, beginning with a series of TV and digital ad campaigns that he's directing, which will launch in September.

The multi-year partnership is a drive by the Campari-owned brand to bring bourbon to a new audience.

Wild Turkey master distiller Jimmy Russell explained: "As we introduce a new generation to Wild Turkey, it was important to me to find someone who shares our passion and understands what makes Wild Turkey special.

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

McConaughey first visited the Lawrenceburg distillery a couple of years ago, where he met Jimmy and Eddie Russell, the father and son master distiller team who have worked at the Wild Turkey Distillery for a total of 97 years.

"Wild Turkey has the history and qualities of a brand that depicts the dedication of someone to do something their own way - even if that way isn't always the most popular," said McConaughey.

He added: "When making a movie, you have two hours to tell a story. Here I have 30 seconds to reintroduce the world to this authentic American brand that has helped shape an entire U.S. industry."

McConaughey's first interaction with the brand was launched today (August 2) on YouTube channel in the short film which chronicles a visit to the Wild Turkey Distillery.

This will be followed with a series of advertising spots, directing and starring McConaughey in a global campaign set to begin running in September.

He will also be featured in a print campaign.