Campari aim to ‘bring pride back to bourbon’

04 September, 2017 by Andy Young

Campari is aiming to “bring pride back to bourbon” with an extension of the Wild Turkey 101 premium blend RTD range.

Recognising the growing consumer trend around health and lifestyle, the new product is Wild Turkey 101 & Zero Sugar Cola. The company is also hoping the move will help to address the slight dip in sales reported in Australia in the first half of 2017, which was driven by weakness in the Wild Turkey RTD portfolio and Wild Turkey bourbon.

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Speaking about the new product, Wild Turkey Bourbon’s Marketing Director, Nicole Stanners, said: “Bourbon is the largest spirits category in Australia and accounts for around 50 per cent of total RTD sales. Within the mainstream bourbon RTD segment, around 95 per cent of sales are bourbon and cola.

“Although the overall bourbon category has seen slight decline over the past 12 months, driven primarily by poor image perception, there is continued strong growth in premium bourbon RTDs which are enjoying around 20 per cent growth.

“To address the overall category decline, capitalise on the premiumisation trend and ‘bring pride back to bourbon’, Wild Turkey Bourbon is pleased to announce the launch of Wild Turkey 101 & Zero Sugar Cola, the first premium bourbon RTD in Australia.

“An extension of the Wild Turkey 101 premium blend RTD range, Wild Turkey 101 & Zero Sugar Cola will deliver the cut-through flavour of Wild Turkey 101 with the familiar flavour of zero sugar cola.”

Stanners added that the launch of Wild Turkey 101 & Zero Sugar Cola will be supported by a national marketing campaign, which will include digital, social and out-of-home, commencing September until December 2017.

Wild Turkey 101 & Zero Sugar Cola is 6.5 per cent ABV and will be available from all leading liquor retailers for $23.99 RRP for 4-pack 375ml cans.