Gruppo Campari Global Travel Retail has partnered with Heinemann at their flagship Sydney Airport store in a one-month campaign for Wild Turkey Kentucky Straight Bourbon.
Prominently located at the Tavern Tasting Bar, front of store, in an area of high passenger footfall, the impactful activation features several key products within the Wild Turkey portfolio of aged Bourbon, showcased with the brand’s iconic visuals and call to action “Greatness isn’t Pretty”.
Branded light boxes, feature wall panels and back-lit shelving provide a strong presence for the introduction of the limited release Wild Turkey Master’s Keep 17 Year Old alongside six core variants from the brand portfolio: Wild Turkey 101 Proof, Wild Turkey 86.8 Proof, Wild Turkey Rare Breed and Wild Turkey Kentucky Spirit and two flavor variants: Wild Turkey American Honey Liqueur and Wild Turkey Spiced.
Brand ambassadors lead several engagement activities, inviting shoppers to explore the range and discover their own perfect Wild Turkey. Sampling is the core driver to conversion, supported by Wild Turkey heritage story-telling and broader education about the bourbon category, as an alternative to traditional scotch whisky.
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