Happy Turkey Day! Back in December 2019, I published my 2020 Wild Turkey Wish List. It’s hard to believe it’s been four years since that post. How time flies! Surely, some of the items on that list have been addressed by now, but let’s take a look just to be sure. Here’s my official 2020 wish list: 

  1. Barrel-proof, single-barrel Wild Turkey
  2. NCF for expressions over 100 proof
  3. Wild Turkey 101 12-Year
  4. Russell’s Reserve Single Barrel Rye selections
  5. A new “craft” distillery for experimentation
  6. Barrel & rickhouse info on retail Russell’s Reserve Single Barrel labels
  7. Improved labeling for Wild Turkey Kentucky Spirit
  8. Throwback labels

While the majority of the items on this list remain outstanding, we’ve seen some progress over the last four years. Let’s review what’s been addressed or completed since late 2019.

Wild Turkey 101 12-Year

2022 saw the re-release of the fan-favorite expression, Wild Turkey 101 12-Year. After a 10-year hiatus fans finally got their wish. Unfortunately, it remained an export-only release, as it had been from 1992-2012. Even so, it could be found with a little effort (and cash).

Abroad, Wild Turkey 101/12 can often be found in the $60-$120 range (country/market depending). Domestically, it can be found online for $150-$250 as well as at some vintage spirits retailers in Kentucky within the same price range. Considering price increases for Russell’s Reserve 13-Year and Master’s Keep, that’s not terrible for the quality and maturity. If only it were easier (more on that later).

Russell’s Reserve Single Barrel Rye Selections

The last time Turkey fans saw rye whiskey in the private selection program was 2017. Even then it was a bonafide rarity. As such, fans were elated to see a new label approval hit the TTB in May of this year: Wild Turkey Private Selection Rye.

It may not fall under the Russell’s Reserve banner and stated as only 101 proof, but I’m not complaining. That’s just a 1.5% difference in ABV from Russell’s Reserve Single Barrel Rye (and proof can be a placeholder on label filings). It remains unclear if Wild Turkey rye private selections will be NCF, but I’m hopeful. Hell, chill filtration or not I’m a buyer.

A New Distillery for Experimentation

Back in April, Campari announced plans to construct a second Wild Turkey distillery, increasing production from nine million to 14 million proof gallons annually. While experimentation wasn’t specifically cited in the 2023 press release, with two stills and Bruce Russell’s fondness for a variety of whiskey, I’d wager we’ll see some new and interesting expressions in the years ahead.

From eight down to five … not too bad. Let’s take a look at what’s left and see if any are worth adding to my 2024 list. 

Barrel-Proof, Single-Barrel Wild Turkey

It’s 2023 and we still lack private selections at barrel proof, but at least we’ve seen some relative improvements. The first of which is Russell’s Reserve 13-Year. Introduced in 2021 as an annual release, Russell’s 13 offers enthusiasts NCF barrel-strength Turkey with a hefty age statement. It’s also rumored to have whiskey significantly older than 13 years in each bottling (and tastes like it). And just this month, a label approval for Russell’s Reserve 15-Year hit the TTB. I’m willing to bet this will scratch the barrel-proof itch even more.

As for single-barrel selections at barrel strength, I’m optimistic we’ll eventually see a change in that department. With the success of Single Cask Nation bottlings over the years, and more recently, Pride of Anderson County, one can only imagine that Campari has taken note. Even if barrel-proof single barrels were available as master distiller selections, that would be a huge step in the right direction. It’s completely doable, and if you ask me, a no-brainer.

Non-Chill Filtration for Expressions Over 100 Proof

In a perfect whiskey-snob world, chill filtration wouldn’t exist. It’s largely a cosmetic process, but an important one when considering the majority of consumers aren’t whiskey geeks. I once witnessed a customer return a bottle of whiskey complaining it was cloudy in their glass, so I get it. As long as the enthusiast-oriented expressions remain NCF, like Russell’s Reserve Single Barrel and Rare Breed Rye, I can live with that – at least for now. All things considered, I’ll exclude this one from my 2024 wish list.

Improved Labeling

I’m combining items 6 and 7 from my 2020 list to a simplified “improved labeling.” While Campari has made some progress in label information over the years, like Russell’s Reserve private selection info transitioning from hang tags to permanent labels, there’s still room for clarity.

An appropriate place to start is Wild Turkey Kentucky Spirit, which lacks a “barreled on” date and provides only the rick number instead of the floor. A bottling date is nice to have, but that can already be discerned via the laser code. And a rick number is something, but it in no way infers elevation, as rick numbers repeat vertically (in other words, there’s a “rick 1” on each floor). These are two pieces of information that warrant inclusion.

When it comes to retail Russell’s Reserve Single Barrel bottlings (not private selections), they lack the minimal information Kentucky Spirit carries. Even if Russell’s Reserve Single Barrel only disclosed the rickhouse, that would be a Turkey head’s dream come true. I understand the idea behind it is a consistent representation of single-barrel Turkey, and therefore, not disclosing the information aids in that cause. But I’d counter that quality variance is what makes Wild Turkey’s single-barrel offerings special. If rickhouse info were included, as well as floor and a barreling date, I’m confident consumer interest and sales would increase. 

Throwback Labels

We’ve all wanted them. For years now, we’ve all wanted them. I’m hoping that in 2024 fans finally get their wish. If ever there were a time when I’d believe it’s a serious possibility, it’s now. This next year will mark Jimmy Russell’s 70th anniversary with the distillery. I can think of no better tribute than a throwback bottling. For example, imagine a limited edition in the old Kentucky Spirit “fantail” glass. Or perhaps the old “Turkey looking at you” logo on special domestic bottlings of Rare Breed. There are so many possibilities, and these are only two. With a wealth of iconic dusty expressions in its historic catalog, Wild Turkey is perfectly poised to surprise the whiskey world. We shall see.

From five down to three … Now we’re focused. But before I wrap this piece up, there are two additional items to finalize my 2024 Wild Turkey Wish List. So, without further ado, here goes!

Affordable and Available Limited Editions

For the record, I’m not against luxury-priced whiskey. In fact, I think it’s smart for brands to create offerings for this market. It exists, and there are plenty of people willing to spend $400+ on unique and/or rare bottles of whiskey. The Scotch world has been doing this for years. There’s no reason bourbon can’t or shouldn’t as well – including Wild Turkey. That being said …

At a certain point, producers can alienate loyal consumers. Wild Turkey has never been a luxury brand per se, not traditionally. While I encourage Campari to continue exploring this market, I think it’s equally as important to provide your core consumers with new, exciting, and affordable products to look forward to. It wouldn’t take much. It could be as simple as a limited-time Wild Turkey 101 with the old Austin-Nichols label, or maybe a unique batch of Rare Breed and/or Rare Breed Rye each holiday season.

I could do this all day. My point is, not every special bottle has to be hundreds of dollars. Creating LTO expressions that are relatively obtainable is never a bad idea. Maker’s Mark has been doing it for years (with great success); perhaps it’s time for Turkey to follow suit.

A Completed Visitors Center

I almost hate to include this, but it’s the unfortunate elephant in the room: Wild Turkey has gone far too long without a proper visitors center. Don’t get me wrong, the Station Master’s House has charm and history, but it’s no VC. We also need distillery tours to return, and while we’re at it, maybe some distillery-only expressions. Wouldn’t you love to purchase Wild Turkey 101 8- or 12-Year in Lawrenceburg? How about NCF Rare Breed? I sure would. In the meantime, thank goodness we have folks like Jimmy Russell and Bo Garrett around to make the temporary VC worth a repeat visit. 

Now that I’ve trimmed my 2020 list and suggested a few new items, it’s time to share the final 2024 list: 

  1. Barrel-proof, single-barrel Wild Turkey
  2. Improved labeling
  3. Throwback labels
  4. Affordable and available limited editions
  5. A completed visitors center

With only five items this time around, I’m thinking some concentrated focus may generate satisfactory results. It all depends on Campari, though based on past performance I’d bet we see one or two of these knocked out in the very near future. Time will tell. Until then, cheers and have a very happy Thanksgiving.

dj

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