Wild Turkey wanted to build its brand profile in the UK. Our insights told us that leaning into its American heritage would serve us.

Making a thing out of the Wild Turkey Old Fashioned on July 4th – for the 67% of our audience that engaged with Americana.

We struck a deal with Homeboy, an on-trade with the right vibe, and took over with Wild Turkey.

This meant curated Wild Turkey cocktails, all-Americana style food and live music throughout the 4th July week.

Landed coverage in listings, lifestyle and drinks press to drum up excitement. Coupled with inviting key media and influencers across drinks and lifestyle for an exclusive preview.

Enlisted Whiskey Ambassador, Chris Dennis to lead an Old-Fashioned Masterclass.

We also gave takeaway recipe cards to consumers so that they could recreate the Old Fashioned with friends at home.

Homeboy was the place to be, marked by a fully sold-out event with a wait list of over 30 consumers.

The team secured over eight pieces of London listings coverage on the likes of Secret London and London on the Inside and 10 pieces of social coverage from Whisky Lates and Romany Henry driving people through the door of an important on-trade, supporting a key relationship for the brand.

From a social point of view, the Wild Turkey IG channel organically reached an additional 11,000 people.