June7th2011

LAWRENCEBURG, KY — Wild Turkey® is expanding its portfolio with the addition of Wild Turkey 81 Kentucky Straight Bourbon Whiskey. The first whiskey solely crafted by Associate Distiller and Kentucky Bourbon Hall of Fame member Eddie Russell, Wild Turkey 81 was developed with bartenders and consumers in mind, creating a truly mixable spirit that delivers Wild Turkey’s famous kick every time.

Wild Turkey 81 was born through extensive research — that is if you consider sitting in bars across America talking to bartenders and whiskey fans research. Having already collaborated with his father, famed Wild Turkey Master Distiller Jimmy Russell, on Russell’s Reserve® Bourbon and Rye, Eddie wanted to create a spirit all his own that met the needs of today’s whiskey drinker, who is looking to experience bourbon with mixers and in classic, good-time cocktails more and more.

I discovered those folks who didn’t want the punch of Wild Turkey 101 were sorely disappointed by other whiskies that disappeared like a fox down a hole when mixed with things like cola,” said Eddie Russell. “So with Jimmy’s blessing, I developed Wild Turkey 81 — an everyday whiskey that can stand up to any mixer or in any cocktail with the bold, in-your-face taste that is distinctively Wild Turkey.”

Wild Turkey 81 uses Wild Turkey’s famous high-rye mash for a spicy kick that lasts and lasts. Hand-selected American oak barrels from the Ozark Mountains receive an “alligator char” before being filled at the distillery in Lawrenceburg, Kentucky. Wild Turkey 81 is the only bourbon in the category to use this expensive, deep char (also called a “#4 char”), resulting in extreme vanilla and caramel flavors that are hallmarks of a Wild Turkey Bourbon.

The filled barrels are placed in wood-rack warehouses that use no heaters or air conditioners, unlike others in the category. Continued Eddie, “Mother Nature’s got her hands all over this brand. We like to do things the old fashioned way around here, letting the barrels age solely based on the weather that shows up on our doorstep that day, which creates a more balanced whiskey.”

Wild Turkey 81 is a masterful blend composed primarily of six, seven and eight year old whiskies, making it the longest-aged bourbon or Tennessee whiskey in its class. The result is a whiskey with a deep, rich amber color, and a nose full of fruit, butterscotch, toffee and toasted oak. On the tongue, you discover cigar-box sweetness, caramel, vanilla and pear, with a long finish of rich spice notes and hints of toast.

“I’ve spent the last 30 years working with my son Eddie, and teaching him everything I know about making bourbon,” said Jimmy Russell, himself a 57-year whiskey veteran. “As soon as I tasted Wild Turkey 81, it was clear he was paying attention. I am one proud Dad.”

Wild Turkey 81 shows up to the party wearing brand-spankin’-new duds, in the form of the first package change to the Wild Turkey family in nearly 15 years. The classic bottle shape remains the same, but the label gets a “badass” makeover. It is cleaner and more aggressive than before, with the famous Wild Turkey symbol standing proud. The label gives a stronger nod to which Wild Turkey product you are about to enjoy — 81 or 101 — and shouts out our proud Kentucky heritage like never before. The new packaging will be featured with Wild Turkey 81, Wild Turkey Rye, and the kickass granddaddy of them all: Wild Turkey 101.

“Even a good old boy changes his shirt every now and again,” said Jimmy.

Wild Turkey 81 is priced at $19.99 (MSRP) and is available now in the US at bars, restaurants and spirits retailers nationwide. It will be supported by an extensive marketing campaign featuring print, outdoor and digital advertising, as well as a loud, badass social media campaign.

Wild Turkey 81 joins an already impressive lineup of bourbons and rye whiskies from the Wild Turkey distillery in Lawrenceburg, Kentucky, including the iconic Wild Turkey 101, Rare Breed, Kentucky Spirit, Russell’s Reserve, and American Honey®. Wild Turkey is distributed in the US by Skyy Spirits.

For further information on Wild Turkey history visit: http://www.camparigroup.com/en/press_media/history_communication/wild_turkey_html.jsp

About Skyy Spirits, LLC

The eighth-largest spirits company in the US, Skyy Spirits, LLC is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM), together with its affiliates Gruppo Campari. Launched in 1992 with the introduction of its flagship brand, SKYY® Vodka, Skyy Spirits has grown exponentially, building a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Skyy Spirits manages Gruppo Campari’s portfolio in the US with such leading brands as SKYY® Vodka, SKYY90®, All Natural SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell’s Reserve®, Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolón® Tequila, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Carolans Irish Cream®, Irish Mist® Liqueur and Jean-Marc XO Vodka®. Skyy Spirits is also the exclusive US distributor of Cutty Sark® Scotch Whisky, The Glenrothes® Single Malt Scotch Whisky, Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, Flor de Caña® Rum, Midori® Melon Liqueur, Hibiki® Whisky and The Yamazaki® Single Malt Whisky.

Skyy Spirits was founded and is headquartered in San Francisco, California. More information on the company can be found at www.skyyspirits.com, www.facebook.com/skyyspirits, Twitter: @SkyySpirits and www.camparigroup.com. Please enjoy Skyy Spirits brands responsibly and in moderation.

About Gruppo Campari

Davide Campari-Milano S.p.A., together with its affiliates (“Gruppo Campari”), is a major player in the global beverage sector, trading in over 190 nations around the world with a leading position in the Italian and Brazilian markets and a strong presence in the USA and Continental Europe. The Group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. In the spirits segment its internationally renowned brands, such as Campari, Carolans, SKYY Vodka and Wild Turkey stand out. It also has leading regional brands including Aperol, Cabo Wabo, Camparisoda, Cynar, Frangelico, Glen Grant, Ouzo 12, X-Rated Fusion Liqueur, Zedda Piras and the local Brazilian brands Dreher, Old Eight and Drury’s. Its wine segment boasts the global brand Cinzano, as well as important regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella&Mosca and Teruzzi&Puthod. The soft drinks segment comprises the non-alcoholic aperitif Crodino and Lemonsoda as well as its respective line extension dominating the Italian market. The Group employs over 2,200 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI – Bloomberg CPR IM), are listed on the Italian Stock Exchange. www.camparigroup.com