Bourbon Icon Jimmy Russell reminds us with Wild Turkey ‘When You Know It’s Right, Don’t Change a Damn Thing’
In a world driven by constant reinvention and fleeting trends, Wild Turkey Bourbon is taking a stand: “When You Know It’s Right, Don’t Change a Damn Thing.”
The message is clear — authenticity and heritage matter more than chasing what’s next. Launching globally in fall 2025, the campaign highlights the brand’s unwavering dedication to its original bourbon recipe and the conviction of its legendary Master Distiller, Jimmy Russell, who has safeguarded Wild Turkey’s identity for over seven decades.
“When You Know It’s Right, Don’t Change a Damn Thing.”
“When You Know It’s Right, Don’t Change a Damn Thing.”For bourbon enthusiasts from Manhattan to Tokyo, this isn’t just marketing — it’s a celebration of staying true to bold flavor and timeless craftsmanship.
The Legacy of Jimmy Russell: A Bourbon Icon
At the heart of Wild Turkey’s story is Jimmy Russell, a Bourbon Hall of Famer and the industry’s longest-serving master distiller. Celebrating an astonishing 71 years with the brand, Jimmy embodies the very essence of the campaign’s message.
During the 1970s and 80s, when many bourbon makers pivoted toward lighter spirits to keep up with market trends, Jimmy stood firm. He refused to dilute Wild Turkey 101, preserving its robust pre-prohibition flavor and signature long aging process. His decision wasn’t just about taste — it was about integrity.
Joining Jimmy in this legacy are his son Eddie Russell, also a Master Distiller, and grandson Bruce Russell, Associate Master Blender. This three-generation powerhouse ensures that Wild Turkey’s iconic recipe remains untouched for future whiskey lovers.
“Every bottle of Wild Turkey bourbon tells a story of conviction,”
Raul Gonzalez, Global Managing Director of Whiskey & Rum at Campari Group.
“The brand’s steadfast approach is one reason why Wild Turkey is so beloved and respected all over the world today.”
A Campaign Rooted in Conviction and Storytelling
The creative vision behind the campaign is just as bold as the bourbon itself. Directed by Kiku Ohe, the films feature a mix of 8mm film, 35mm footage, digital content, and archival images. These elements intertwine to create a layered narrative that reflects Wild Turkey’s long-standing heritage.
Historical artifacts — including Jimmy’s handwritten notebooks, vintage newspaper clippings, and family photos — appear throughout the films, offering an intimate glimpse into the brand’s evolution.
The campaign isn’t just about the Russell family; it celebrates the broader community of bartenders and bourbon fans. Cameos include Toure Folkes of New Orleans, Sam Russ of Brisbane, and Naoto Ogawa of Tokyo, representing Wild Turkey’s influence across continents.
“Wild Turkey is a brand that knows exactly who it is and refuses to compromise,”
Lucas Bongioanni
Chief Creative Officer at GUT New York.
“In an era obsessed with innovation and reinvention, it’s rare to find a story that’s about staying true to its origins.”
Global Rollout: Bold Bourbon, Bold Message
The campaign will debut first in the U.S., Japan, Australia, and South Korea, before expanding to other markets. With a multi-channel strategy spanning social media, digital platforms, print, and TV spots, the rollout will introduce Wild Turkey’s legacy to a new generation of bourbon drinkers.
This is Wild Turkey’s first global campaign since the 2021 “Trust Your Spirit” initiative, signaling a bold new chapter for the brand.
For fans in major cities like Los Angeles, New York, Chicago, Berlin, Miami Beach, and Hong Kong, the campaign offers more than visuals — it’s an invitation to taste tradition in a glass.
The Timeless Appeal of Wild Turkey 101
Central to the campaign is the enduring classic, Wild Turkey 101 Bourbon. Known for its deep amber color and bold, spicy character, 101 remains a benchmark for quality whiskey.
Unlike many modern bourbons, Wild Turkey is distilled at a lower proof, retaining richer flavors throughout production. It’s aged in new American oak barrels with the Number 4 “alligator” char, creating the unmistakable depth that has defined the brand since 1940.
Fun fact: The name Wild Turkey was born when distillery executive Thomas McCarthey brought whiskey samples on a wild turkey hunting trip. The next year, his friends asked for “some of that Wild Turkey whiskey” — and a legend was born.
Why This Campaign Matters
This campaign arrives at a time when many brands are constantly reinventing themselves to stay relevant. Wild Turkey’s refusal to change speaks to consumers who value authenticity over gimmicks.
It’s a reminder that not all progress requires reinvention — sometimes, staying true to your roots is the boldest move of all.
For bourbon enthusiasts, ordering a Wild Turkey is more than a drink choice. It’s a statement of respect for a legacy of uncompromised craftsmanship.
Experience the Campaign
To explore the campaign films and learn more about Wild Turkey’s storied history, visit wildturkeybourbon.com or follow @wildturkey on social media.
Whether you’re sipping 101 neat, in an Old Fashioned, or in a signature cocktail, you’re part of a tradition that hasn’t changed in over a century — and that’s exactly the point.
