Since I’ll soon be covering the Generations release event (and my thoughts on tasting Generations that evening), I thought it would be nice for Frank to share his opinion on this very special release. Take it away, Frank! dj
Wild Turkey is bursting with a rich family history that no other brand can mimic, try as they may. While it isn’t family owned, there’s no debating the notion that Wild Turkey is a brand shaped by the influence of the Russell family. Since September 10, 1954 (a little longer if you count Joretta Russell’s involvement), Wild Turkey has employed a member of the Russell family. In that span a wildly successful transformation has taken place. What started as the house brand for grocer Austin, Nichols & Co. soon became a force in the American whiskey landscape, and Jimmy Russell is the spoke in the wheel.
Stewarding Wild Turkey through the tumultuous “Glut Era” years, introducing innovative products, and becoming the longest-tenured master distiller in the entire world are just a few of Jimmy Russell’s accolades. To state it plainly, the man is a Kentucky legend. Not only has he left a litany of award-winning whiskeys in his wake, but he’s also raised three children along the way, one of whom became his successor as master distiller at Wild Turkey. Of course, that I’m talking about Eddie Russell.
Eddie Russell, like his father before him, has been in charge of nearly every facet of production since starting as a relief operator in 1981. During his tenure, he’s had a hand in crafting some of the greatest expressions to come out of Lawrenceburg, Kentucky. By spearheading the introduction of Wild Turkey Master’s Keep, various Russell’s Reserve releases, and Rare Breed Rye (among others), Eddie’s integral input influenced not only Wild Turkey but the entire American whiskey market. The latter of those creations is a credit both to Eddie Russell’s prescient understanding of the landscape and the precociousness of his son, Bruce Russell.
Bruce Russell, associate blender at Wild Turkey, is commonly referred to as “Russell’s Rye Guy.” That’s because, unlike his grandfather, Bruce has a preference for rye whiskey. It’s thanks in part to his enthusiasm for the less-heralded category that Wild Turkey released their first-ever limited edition rye whiskey, Master’s Keep Cornerstone, in 2019. Since that time, Wild Turkey has introduced the aforementioned Rare Breed Rye and there are rumblings that there will be more news concerning their rye portfolio moving forward. Working day to day in the single barrel program, and having previously served as Wild Turkey’s national ambassador, it’s clear that Bruce’s impact on the brand – already looming large – will surely grow in the future.
Few brands in the American whiskey space can boast of such a storied family history contributing to their success, and that’s a distinction that Wild Turkey doesn’t take lightly. To honor that special connection Wild Turkey has tapped the respective talents of Jimmy, Eddie, and Bruce to create a once-in-a-lifetime whiskey which I’ll be reviewing today: Wild Turkey Generations. From the bottle itself, “Generations is a tribute to the passion that a father recognizes and unlocks in his son. It’s an appreciation of the moment that the connection between a parent and child shifts from hierarchy to colleagues, the moment when a mentor sees his hard work pay off. The bourbon in this bottle is the product of three generations working as one team.”
This distinctive expression is a blend of 9-, 12-, 14-, and 15-year-old whiskey that was hand-selected by the Russells. What makes Wild Turkey Generations even more remarkable is the fact that it’s the highest-proofed whiskey ever released under the Wild Turkey brand. Non-chill filtered, barrel-proof whiskey from Lawrenceburg is in high demand as independent releases like Pride of Anderson County and the Single Cask Nation Wild Turkey bottlings have shown. For Campari and Wild Turkey to take the initiative to release such a coveted expression themselves is cause enough for celebration.
Wild Turkey has long been a champion for the common consumer, with a rugged but refined reputation and affordable price point winning over bourbon enthusiasts for decades. On the heels of a more recent pivot toward premiumization, a turn they had stubbornly, if admirably, resisted, it seems the brand’s popularity has only grown. With more adoring admirers than ever, it should come as no surprise that Wild Turkey seems to be more willing to experiment and give that segment of their consumer base what they want.
There are a lot of folks who appreciate the brand’s willingness to explore cask finishing, rye releases, and higher-proof expressions, and others who pine for the days when Wild Turkey was overlooked, readily available, and easily affordable. It’s a thin line between love and hate. And while Wild Turkey still produces some of the very best consumer-friendly whiskeys on the market, their portfolio of premium releases has been rapidly expanding. First, there was grumbling over Russell’s Reserve 13’s price increase – easily explained away as the secondary market gobbled up its incredible value. Then there were the invectives hurled after the price hike we saw with Master’s Keep Voyage – this time excused by the attention and effort it took to craft such a whiskey in concert with a partner abroad. Now, we have a limited-edition Wild Turkey release in Generations priced at $450.
I’ll spare you the trite excuses often deployed when justifying price, such as the fact that the cost of practically everything is rising, with “limited-edition” bourbon being but one example. Simply put, the asking price for Wild Turkey Generations is prohibitive at best and exorbitant at worst. I’m as enchanted by the fact that all three generations of the legendary Russell family had their hand in crafting this project, as any Wild Turkey fan worth his salt would be, but is there any aspect of Generations’ production that warrants such a high valuation? Without knowing the answer to that question I can only comment on whether the liquid in the bottle is superlative or not and assess its price after the fact. To that end, let’s commence with the tasting!
Wild Turkey Generations
Kentucky Straight Bourbon Whiskey
Proof: 120.8
Age: A blend of 9-, 12-, 14-, and 15-year-old bourbon
Misc.: Distilled and bottled by Wild Turkey Distilling Co., Lawrenceburg, KY
Tasted neat in a Glencairn after a few minutes rest …
Color: Rich copper
Nose: (dense and sweet) Orange peel, black cherry syrup, vanilla ice cream, menthol, black pepper, candied ginger, baked pear, and crème brûlée.
Taste: Butterscotch, candied ginger, black pepper, and orange peel take the lead. Over time there’s cayenne, honey, and black cherry along with more crème brûlée.
Finish: Long w/ vanilla custard, baking spices, honeyed graham cracker, and barrel char lingering along with a satisfyingly high dose of ethanol.
Impression: This is an absolutely fabulous whiskey, but it must be said upfront – this ain’t your daddy’s Wild Turkey. Generations is deft on the tongue, neither veering into an overly viscous texture nor coming across the palate as lean and quotidian. It’s densely packed with complex and harmonious flavor plus an immediately enchanting assortment of aromas. It has a fantastic sweet finish that all but seeps into your tongue and remains present long after your last sip. There are, however, a few nits to pick – the foremost being its profound uniqueness.
I truly can’t think of another Wild Turkey release that’s analogous to this one. It doesn’t have a big pop of baking spice or a burly undercurrent of black cherry, though those notes are indeed part of the medley. Neither does it come across as funky like dusty Turkey or robust bordering on brooding like the similarly aged Russell’s 13.
To circle back to the harmony I mentioned above, Wild Turkey Generations tastes like a case of the sum being greater than the parts, as this whiskey picks up the best qualities of each of its components to create something altogether new. As much as I enjoy that Generations is a family portrait – artfully blending three different whiskey-making philosophies – it’s a release that requires you to recalibrate your expectations. You simply can’t go into this whiskey expecting it to take like any other Wild Turkey you’ve recently had.
Which brings me to the second obstacle when it comes to assessing this whiskey: Is being so wildly different a good thing? I’d say it is. Wild Turkey has been on a hot streak lately and not only does this release match the incredibly high bar set by Russell’s 13 and Single Rickhouse Camp Nelson F, but unlike those expressions it showcases the strength of the Russell’s blending prowess more than the beauty of the base liquids. That’s damn impressive.
The last hurdle I find myself facing with Wild Turkey Generations is its suggested retail price. I’ll come right out and say that $450 for a Wild Turkey release is disheartening. I appreciate the uniqueness of the undertaking and highly commend the quality of the end result, but at that price this should be one of the best expressions that Wild Turkey has ever bottled. It’s simply not up to that task.
To its credit this is a remarkable blend deserving of considerably high praise – and I’ll score it accordingly. No one who tries Wild Turkey Generations will be left in doubt of its superlative quality, confounding though it may be at first; however, I think it deserves to be graded on a curve given the asking price. When taking cost into account you’d be forgiven for licking your wounds with that off-profile Russell’s Reserve Single Barrel you’ve got tucked away for a rainy day.
Will Russell’s Reserve Single Barrel prove as impressive as Wild Turkey Generations? Gosh, no. This is a singular release – the expression with the highest proof and the highest asking price in Wild Turkey history – unlikely to ever be replicated and a fitting tribute to the men responsible for it. But every whiskey enthusiast knows all too well that the best whiskey in the world is the one in your glass. If different is what you seek, the Russell’s Reserve lineup has it in spades. Just like Generations, it’s a fitting (and affordable) tribute to the men responsible for it.
Rating: 4.25/5 🦃
fd
Photo by Frank Dobbins.
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To say that the asking price of this Generations is disheartening is an understatement. I have purchased Master Keeps several iterations but the asking price of Generations is way above what I am willing to part with. Unfortunate.
I said the same thing about Russell’s 1998 for $250 in 2015. I regret that decision now. But if you don’t want to pay $450 for this bottle in 2023, don’t.
Agreed. They are now insanely greedy and commercialized. The quality is less, the price is more. Their RR single barrels have been sub par for the most part, esp some of these warehouse M ones.
I disagree. But if you don’t like what you’re tasting, don’t buy it.
The pricing of the their premium products has gone off the rails. Stick to their core offerings and ignore this garbage from Campari’s marketing department.
If you don’t want to pay it, don’t buy it. There’s only 5,000 bottles anyway. It’s not like you’ll see this on shelves everywhere. Regardless, plenty of affordable quality Turkey to be found.
That’s really an unfortunate response. It seems like you are becoming less independent and more a bit of a mouth piece for WT. I guess those expensive dinners don’t come cheap. Hope you enjoyed Generations and the freebies.
Did you read what the event was actually about? It was a celebration of family. I think you’re missing the big picture.
Someone needs to bring the Russells down to earth a little bit, the pricing on this bottle is laughable. Three Russells team up to pick barrels and that deserves a $450 price? Isn’t picking barrels their job in the first place? Shame on Turkey, much respect lost after this. And no, you can’t blame Campari, the Russells obviously signed off on this mess.
The Russells are employees. They don’t set the prices on Wild Turkey products. Period. And if you don’t want to pay it, don’t buy it. It’s that simple. There’s no reason to be disrespectful to the Russells. Besides, there’s plenty of quality Turkey out there.
Matt, sorry but the reality is the bourbon market and flipping that is going on. Distilleries are taking their rare releases and increasing the price point to eliminate the secondary value. No one is entitled to top-tier ultra premium anything. The distillery like any business is trying to protect their investment and make that profit themselves.
As with everything else that has been said, if you can’t pull the trigger… don’t. We don’t all drive expensive cars, we can’t all buy expensive ultra premium whiskey.
Excellent review and a great read! I read a press release somewhere that a few bottles might be coming down under? Can’t wait and I’ll definitely be getting one.
Speaking of which – both Eddie and Bruce are touring Australia next month. Hope to see them and share a pour together!
I talked to Eddie and Bruce and they’re excited about the trip. Hope you get the chance to see them.
I’d agree that the price is something that might be a hard pill to swallow, especially for those who are used to spending more than half the price for the annual Master’s Keep releases or even spending less for the recent Single Rickhouse releases. However, there’s a certain uniqueness and “having a piece of Wild Turkey history” appeal to this release, that makes me excited to try and get a bottle.
Some people will be disgruntled; some people don’t care at all; others will enjoy some amazing pours from this bottle (according to this review). I hope to be the very latter. Cheers, Frank!
I agree. There’s a lot more to this release than fancy whiskey. It’s a historical piece and I don’t mind paying to own one.
It’s a bottle of whiskey. With all due respect, nobody with their feet on the ground considers it a historical piece.
Are you saying that no bottle of whiskey can be a historical piece? Most folks in the whiskey community would disagree with that viewpoint.
Maybe those folks in the whiskey community need to gain some perspective.
I, as well as many, was surprised by the price. Like it’s been said, there are only 5K bottles, so you probably will never see it. But, as it will look great on the ‘Turkey’ side of my bar, I’ve placed my order today and look forward to the first glass (whenever that may be). Now I just need to figure out how to tell the wife! 🙂
Well said, JC. I, too, placed my order today. I’m an American living abroad and was uncertain if we’d see this WT iteration arrive in the Far East. As an example, we receive WT 12-year, but not RR13. We also no longer (since maybe 2012…(?) receive WT 101 Rye or Rare Breed Rye. It’s unfortunate.
In any event, I received this morning an email confirming availability, supplied a shipping address back in the U.S., and was confirmed for sale.
I’ll return to the U.S. for the holidays and return home with Generations and a run-of-the-mill Rare Breed Rye after the new year and a blessed start to 2024.
Enjoy that dram, brother, and wishing you the uniting power of the brotherhood in that impending conversation with your missus. Kanpai! 🥃
Ha! Well, look at it like a historical release, as that’s what it is. And good luck with telling your wife!
I love wild turkey
I’m deployed and I’m ready to buy at least 3 bottles. Wish there were a way.
It’s a tough one to find anywhere. Only 5k bottles total.
It was pretty easy to get where I am. I think demand was tempered by the price and a couple of meh reviews 🤷
I support your site, bought your book, merch etc. I feel like you are now in the inner circle of WT and that you are making excuses for tripping pieces of RR13, and now with this.
I am a huge Wild Turkey fan but frankly they are really pi*ING me off by only catering to rich people lately. Not cool. Hope it backfires. But it won’t. Yet another way a company decides to screw over their supporters.
By the way paradoxically now that WT is charging insane prices, the secondary on these has crashed and I have seen rr13 and voyage sitting on shelves or being sold on secondary for retail.
When you cut out the enthusiasts and collectors, you only cater to a very few people. Sadly greedy WT/Campari are shooting themselves in the foot. I read that campari wants to make Rare Breed $90-100. What a horrible way to make money.
Appreciate your past support and apologize if you misunderstand my position. I’ve always been an advocate of Wild Turkey and the Russells. That’s what this blog has been about.
In regard to the secondary, I don’t care about it. I’ve never been on Facebook. If black market sales crash, fine.
No one is being “cut out” from Wild Turkey. Limited editions are exactly that (and are increasing across most companies). Bourbon brands can charge a premium if they’d like. It doesn’t mean you, I, or anyone else has to buy them. There is plenty of quality, affordable Turkey in liquor stores everywhere. And i’ve heard nothing about Rare Breed bumping up to $100.
I’m sorry you’re upset, but I believe you’re taking it out on the wrong person. All the best to you, Jeremy.
Agree.