The travel retail division of beverage producer Campari Group has partnered with duty-free retailer Heinemann to launch a one-month campaign for Wild Turkey Kentucky Straight Bourbon in Terminal 1 (T1) at Sydney Airport, Australia.
The pop-up promotion has been located at the front of the store’s Tavern Tasting Bar, and will showcase the brand’s limited release Wild Turkey Master’s Keep 17-Year-Old bourbon, alongside six core variants from the brand portfolio. This includes Wild Turkey 101 Proof; Wild Turkey 86.8 Proof; Wild Turkey Rare Breed; and Wild Turkey Kentucky Spirit, which comes in American Honey Liqueur and Spiced flavors.
Leigh Irvine, global travel retail director, Campari Group, said, “As Australia’s domestic market leader in premium bourbon, this is a significant opportunity for us to capitalize on direct engagement with Wild Turkey fans traveling out of Sydney. We’ve connected them with the incredible choice in our extended portfolio, delivering increased trade-up throughout the range as well as creating greater brand awareness and trial from new bourbon drinkers.”
Constantin Wiesmann, managing director, Heinemann Australia, said, “Wild Turkey is an extremely popular brand with high levels of recognition among our home consumer audience and this campaign has encouraged customers to explore the excitement of the bourbon category. It has attracted a wide range of shoppers including noticeable interest from traditional whisky drinkers looking for a new discovery and motivated by the choice of age statement options and the iconic heritage of the brand.”