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Drinks

Campari Hires McConaughey to Plot Wild Turkey Renaissance

Bourbon is booming thanks to a revival of classic cocktails like the Manhattan and Old Fashioned, but Campari’s Wild Turkey brand is in danger of being eclipsed by faster-growing brands like Diageo’s Bulleit.

Enter Matthew McConaughey: the actor was just named Wild Turkey’s creative director, and he’ll direct and star in ads along with a short film about the brand’s Kentucky heritage.

Campari also wants to get Wild Turkey into more bars and clubs in the U.S., Chief Executive Officer Bob Kunze-Concewitz said in a July 25 interview.

News by Bloomberg, edited by ESM. To subscribe to ESM: The European Supermarket Magazine, click here.

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