Back in 2018, I published “The New Golden Age of Wild Turkey (and Why You Should be Paying Attention).” In that post I looked back on the history of the brand, divided it into eras, and concluded by speculating on its future. As I was reading it over recently, this paragraph caught my attention.
Looking further down the road, Bruce Russell may just be the next Master Distiller of Wild Turkey. He comes from a different generation – open to experimentation and modern trends. At the same time, he’s cut from the same cloth as his father and grandfather. He understands the foundation of his brand: the hard-working customers buying handles of Wild Turkey 101 every other week. From all I’ve seen, Bruce seems to have an excellent understanding of what makes Wild Turkey, well, Wild Turkey, and that’s something you can’t create artificially.
I’ve discussed Bruce’s increasing importance at Wild Turkey on more than one occasion, most recently in “An Event for Generations.” Each time I visit the distillery it becomes more evident: Bruce is the future of Wild Turkey and last Monday only reiterated that point.
Jimmy’s House
My flight to Lexington was easy-breezy. I was, however, pressed for time, needing to get to my hotel to drop off my belongings before meeting my driver for the short trip to Lawrenceburg. Thankfully, I found an Uber in a matter of minutes. Before I knew it, I was on my way to Bourbon Mecca.
Stepping out of the car at the newly remodeled visitor center was surreal. The last time I walked the VC’s floors was in 2019. Thanks to a global pandemic and a lengthy renovation project, the facility remained closed for the last several years. But some changes were obvious before I even entered the building, most notably the sign above the door reading, “The Jimmy Russell Wild Turkey Experience.” How cool is that? An appropriate tribute to the longest-tenured master distiller in the world, not to mention bourbon’s last living (working) legend.
Walking in, I saw a lot of familiar faces. I was glad to see Eddie Russell joining us, as I hadn’t had a chance to chat with him since the Generations event. But what caught my attention most was the dramatic change in scenery. What was once a retail space is now a casual sitting area, complete with a fireplace and plenty of comfortable furniture. There was an area for Jimmy to sit and sign autographs – the exact same spot he used to occupy but with a completely new backdrop. And down the hallway leading to the gift shop, a virtual history wall composed of large digital screens instead of the former, museum-like displays.
Overall, the changes felt like a considerable improvement. Some may chuckle reading this, but it almost seemed like I was standing in Jimmy’s living room. If that was the intention of the designers, congrats!
Armed with a Highball, I made my way over to Eddie to catch up. We talked about the visitor center changes, what Jimmy thought of them, as well as some of the releases slated for this year. Another topic of conversation was the history of the Master’s Keep series and the challenges creating finished whiskeys that allow Turkey’s DNA to shine. Which led us to Triumph, and what it was like working with Bruce to create a second rye for the fan-favorite series. I asked him about the possibility of another Master’s Keep entry, and while he didn’t provide specifics, it sounds like we should be seeing something special in 2025.
As much as I was enjoying the chat it was time to kick things off. First stop, a distillery tour.
Stillhouse to Rickhouse
I’ve been fortunate to tour Wild Turkey’s distillery with a variety of guides like JoAnn Street (Eddie’s niece), Bo Garrett, and Bruce Russell. Each offers their own unique spin on the experience that keeps it from becoming the same old scripted tour. JoAnn is an exceptional public speaker who instantly connects with her audience. She’s also a member of the Russell family, so there’s plenty of behind-the-scenes anecdotes. Bo knows the distillery and its history like the back of his hand. He’s a genuine Wild Turkey fan who spends plenty of time with Jimmy, soaking up stories and insights from the past. But our guide for this particular event was Bruce.
Some may not know this, but Bruce’s first job at the distillery was leading tours. It shows. What I appreciate most about tours led by Bruce (this was my second with him) is his inside perspective. He doesn’t just go through the talking points, he relates them to specific projects and objectives. He provides in-depth details without getting overly scientific or “geeky.” In some ways it feels like you’ve been hired and he’s showing you around the job site. It’s as if you’re a member of the team. He may be an associate blender, but he sounds like a master distiller already.
The distillery tour was enjoyable as always. I’ll spare the details, as I’ve written a walkthrough before, but if you’ve never had the chance to witness how Wild Turkey’s bourbon and rye whiskey is made, I highly recommend adding it to your bucket list.
There was one last stop before heading back to the visitor center, Tyrone’s rickhouse A. This probably goes without saying, but tasting whiskey in a Pre-Prohibition rickhouse never gets old. Even so, tasting whiskey in Tyrone A is an experience all its own. The location, the history, the aroma of an Angel’s Share stretching back 130 years … It simply can’t be replicated.
Hammer and thief in hand, Bruce led us to the left side of the first floor where a row of barrels awaited our group. With our glasses full, we nosed and tasted some of Kentucky’s Finest. But our fun didn’t end there. Next up was one of Bruce’s favorite rye barrels. Fittingly, the ABV of the whiskey was approximately 50.5% ABV. You got it – 101 proof. Let me tell you … Wild Turkey rye straight from the barrel is remarkable, but straight from the barrel at 101 proof is chef’s kiss.
We took our time appreciating the rye, with Bruce telling stories and answering questions. It was wonderful to share that moment in rickhouse A with authors and journalists I respect. Each time I attend a Wild Turkey media event I’m reminded of how privileged I am to mingle with such talented and dedicated individuals. If you’re a writer, photographer, podcaster, etc. who’s new to the bourbon scene, the best advice I can offer (other than work hard and never give up) is to associate with content creators who care about the industry and the greater enthusiast community. Despite how things may appear, the whiskey media scene is more about support and fellowship than it is competition.
Dusk was approaching, so we loaded up the van for the short drive back to the visitor center. If the event had ended right then and there I would’ve been happy. Fortunately, we were just getting started.
Cocktails & Catching Up
Back at the visitor center, we were greeted again by Eddie. He led our group to the second story where Wild Turkey’s newest establishment, The Generations Lounge, stole the show. If I recall correctly, the upstairs area of the visitors center had been used for tastings. It’s now a decked-out lounge accented by a spectacular view of the Kentucky River. Just like the downstairs sitting area, there was plenty of comfortable furniture – perfect for a relaxing cocktail or neat pour with friends. As for the bar itself, just about every modern Wild Turkey expression you could want sat in plain sight with plenty of desirable rare offerings to try like Russell’s Reserve Single Rickhouse, Master’s Keep Bottled in Bond, and Wild Turkey Generations (of course).
Eddie spent a few minutes discussing the renovations, as well as the future of Wild Turkey. They’d just broken ground on a second distillery, which should add another five million proof gallons to annual production. It should also provide capacity for the Russells to experiment. I’m not certain what degree of experimentation might be planned, but I’m all for it.
After Eddie wrapped up, we had some free time to socialize. With a delicious libation in hand (I don’t recall the name but it involved Wild Turkey and rhubarb) I took a seat next to two of my favorite whiskey authors, Susan Reigler and Peggy Noe Stevens. Talk about a blast! While I’ve long enjoyed their writing and presence on social media, meeting them in person was even better. Not only are Susan and Peggy a tag team of industry knowledge, they’re a heck of a lot of fun to hang out with.
Dinner time … We made our way outside to a banquet table overlooking the river. The food was incredible, as were the drinks. We tried a Kentucky Spirit selection courtesy of the Russells (I believe it was from Camp Nelson E, but don’t hold me to that), as well as a corn-infused variation on the Old Fashioned. But the real star of the show was Wild Turkey’s latest entry in the Master’s Keep series, Triumph.
Triumph
The second my glass of Triumph was placed in front of me, it was my sole focus. Being a huge Wild Turkey rye fan, this was a very big deal. Traditionally, the brand has produced a minimal amount of rye whiskey. While production has picked up over the last decade, it’s still nowhere close to their annual bourbon volume. Factor in the limited-edition status, and it’s even more uncommon. In fact, there’s only one other rye limited edition in Wild Turkey’s history, Master’s Keep Cornerstone. Might Triumph top Cornerstone? It was time to find out.
Nosing the glass I was immediately struck … Toasted honey, baked apples, oak, baking spice, savory citrus … Impressive.
First sip … Creamy toffee, toasted caramel, flame-singed lemon peel … Again, impressive.
And the finish … Brown sugar, clove, oak-driven spice … Not too long, but certainly not too short. Simply put, fantastic.
Could it be that sipping Triumph for the first time alongside Eddie and Bruce Russell made a difference in my opinion? Sure. I believe that when it comes to critiquing whiskey, atmosphere (and company) plays a larger role than most people realize or care to admit. That being said, excellent whiskey is excellent whiskey, and that’s precisely how I felt about Triumph that evening. In fact, I gladly made short work of an unfinished glass when dinner was over (thanks Maggie). (I make no apologies for finishing up top-quality leftover Turkey.)
With the sun set and our dining concluded, it was time to return to my hotel. I said my goodbyes to everyone, sharing my initial thoughts about Triumph with Eddie and Bruce. Interestingly, Eddie’s tasting notes were strikingly similar (which was a relief). But none of this would’ve happened without Bruce. Were it not for Bruce’s passion for rye whiskey, I’m confident Triumph wouldn’t exist, nor would Cornerstone (or Rare Breed Rye for that matter).
Folks, we truly are living in the New Golden Age of Wild Turkey. This year marks Jimmy Russell’s 70th year at the distillery, not to mention Eddie’s 43rd. Bruce, while still new by comparison, has grown by leaps and bounds. From tour guide, to brand ambassador, to associate blender, Bruce is quickly making a name for himself in an industry that’s larger than ever. When Jimmy was in his prime there were only a handful of distilleries in Kentucky. Times have changed and bourbon is, for lack of a better word, a behemoth. To make waves in a lake is one thing, to make them in a sea is another. Thank gobble Wild Turkey has a third generation of Russell preparing to lead the way into the decades ahead.
If you’re itching for a more in-depth review of Master’s Keep Triumph, worry not. Part 2 is just days away. Cheers!
dj
Featured photo of The Generations Lounge courtesy of Campari.
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It really is a magical place. Great write-up, DJ!!
Thanks Scott! Really appreciate it.