Back by Popular Demand, the Spicy, High-Proof Bartender Favorite
Flies Back Into Select Markets this Month
LAWRENCEBURG, KY (November 18, 2013) – Ask and you shall receive. That’s the mantra from the Wild Turkey® team, as the brand brings back its highly-coveted Wild Turkey 101 Rye. After an absence from the market for about a year due to unexpected high demand, Wild Turkey 101 Rye is making its way back into the hearts and back bars of the best whiskey accounts in the country beginning this month.
In this day and age, it’s no surprise that Wild Turkey’s loyal fans took to Facebook and Twitter to express their disappointment with 101 Rye’s vanishing act. Earlier this year, a group of 101 Rye fanatics banded together and demanded the return of their beloved Rye. Bartender Erick Castro led the charge on Facebook by creating the group “Bring Back Wild Turkey 101 Rye.”
“It was definitely a tough blow to the cocktail world when Wild Turkey 101 Rye disappeared. I always found it worked beautifully in cocktails, both stirred & shaken,” said Castro. “Because of this, I am elated to hear that it will be available again for craft bartenders looking for a quality rye that shines in drinks we serve across the bar.”
Wild Turkey is eager to bring its bold 101-proof Rye back to the bartending community and ardent Rye drinkers alike. Due to very limited stock, the brand will re-introduce one liter bottles targeting on-premise accounts in 21 markets across the country with the same peppery, bold flavor that cuts through any cocktail.
What one could call a perfect storm of events led to the temporary disappearance of Wild Turkey 101 Rye. Increased demand for Rye Whiskey and growing enthusiasm for classic cocktails played a role in the depletion of 101 Rye’s aged stock. As a whole, the Rye Whiskey category has exploded faster than distillers have been able to keep up – jumping 41 percent in the past 52 weeks (according to Nielsen data). Due to the time and care it takes to craft all Wild Turkey products, distillers Jimmy and Eddie Russell could not simply turn a tap to release more liquid as the unexpected demand grew.
“I have been working in this business for 60 years and if someone told me just five years ago Rye Whiskey was going to be one of the hottest categories in the spirits industry, I would have balked at the notion,” said Jimmy Russell. “To be completely frank, we didn’t realize bartenders had such a passion for it. Given the bartending community can be directly attributed for the current resurgence in Rye and classic cocktails, we had to listen and take the necessary steps with our available aged stock to bring 101 Rye back.”
The Wild Turkey Distillery will continue to make Wild Turkey 81 Rye, a distinct Rye whiskey launched in March 2012 made from a mingling of four to five year old Rye whiskey that is available nationally.
For Additional Information, Contact:
Sarah Bessette Amy Yakuboff
Campari America Benson Marketing Group
646-596-2193 212-822-3404 ext. 206
About Campari America
Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM). At the heart of Campari America are two legends in the American spirits industry. The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka. The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world’s finest whiskies since the 1800’s. Both companies were purchased by Davide Campari-Milano and together they form Campari America, which has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Gruppo Campari’s portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell’s Reserve®, Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolón® Tequila, Appleton® Estate Rum, Wray & Nephew® Rum, Coruba® Rum, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Carolans Irish Cream®, Irish Mist® Liqueur, Sagatiba® Cachaça and Jean-Marc XO Vodka®. Campari America is also the exclusive US distributor of Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, McClelland’s® Single Malt Scotch Whisky, Flor de Caña® Rum, Midori® Melon Liqueur, Hibiki® Whisky, Hakushu® Single Malt Whisky, and The Yamazaki® Single Malt Whisky.
Campari America is headquartered in San Francisco, California. More information on the company can be found at www.campariamerica.com, www.facebook.com/campariamerica , Twitter: @CampariAmerica and www.camparigroup.com. Please enjoy Campari America brands responsibly and in moderation.
About Gruppo Campari
Davide Campari-Milano S.p.A., together with its affiliates (‘Gruppo Campari’), is a major player in the global beverage sector, trading in over 190 nations around the world with leading positions in Europe and the Americas. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. The Group’s portfolio, with over 50 brands, span spirits, the core business, wines and soft drinks. Internationally-renowned brands include Aperol, Appleton, Campari, Cinzano, SKYY Vodka and Wild Turkey. Headquartered in Sesto San Giovanni, Italy, Campari owns 15 plants and 4 wineries worldwide and has its own distribution network in 16 countries. The Group employs over 4,000 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM), are listed on the Italian Stock Exchange since 2001. For more information: www.camparigroup.com.
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