Matthew McConaughey's Newest Role Is With Wild Turkey
by
Alexander Frane on Aug 3, 2016 in
Culture
Search Results coming here...
Matthew McConaughey is a lot of things: an actor, a musician, and now, the creative director for Wild Turkey Bourbon. But don’t expect him to sell you something—he’s in it for the story.
When Campari Company, the owner of Wild Turkey, approached Matthew McConaughey to be the face of the new campaign, execs had no idea he would want to dedicate himself as much as he did, the New York Times reports. Rather than just being the face, as he was for Lincoln, McConaughey asked for a more involved role: that of the creative director. McConaughey will not only star in television and digital pieces for the brand, but also write and direct them. He’ll also help with brand photography, and even potentially with the direction of new products.
McConaughey has been hired to help rebrand the company which, while seeing moderately successful growth in the last year, has trailed behind other bourbon companies. The goal is to shake the stigma that Wild Turkey produces inferior, cheaper whiskeys. While the bourbon remains popular amongst its older, loyal audience, it’s having a hard time reaching younger crowds, namely millennials. McConaughey wants to reach them by virtue of not soliciting to them, he told the New York Times, “The great news is that Wild Turkey hasn’t changed in all these years—it’s totally authentic. And that appeals to millennials. Because they can smell fake.”
Photo via Matthew McConaughey on Facebook
Recent Articles
Feedback
How are we doing? Tell us what you like or don't like and how we can improve. We would love to hear your thoughts!
The Drink Nation Presents: The Home Bar Project
Have you ever dreamed of having an amazing home bar, filled with bottles you actually use and the tools you need to execute a fine crafted cocktail? E...read more ›
by The Drink Nation Nov 14, 2014
The History of The Boulevardier Cocktail - and How You Can Make it at Home
In this history segment, we take a closer look at a classic cocktail: The Boulevardier....read more ›
by The Drink Nation Nov 2, 2020
Inside Look: Campari's Stylish North American Headquarters in New York
If you're a frequent Negroni drinker, always order Wild Turkey Bourbon in your old fashioneds, or prefer your ...read more ›
by The Drink Nation
Jan 9, 2020
Behind the Bar: Liana Oster of Dante
For this exciting installment of Behind the Bar, we had the incredible opportunity to sit down with Liana Oster, the head bartender at Dante in New Yo...read more ›
by The Drink Nation
Jan 7, 2020
Pabst Blue Ribbon Launches Blue Ribbon Whiskey in Select US Markets
PBR has launched their own whiskey. Let's keep an open mind and see what is inside this bottle....read more ›
by Carrie Dow
Sep 24, 2019
SPONSORED
The Master Sommelier Scandal is Now the Subject of a New Investigative Series
There's a new investigative series about one of the biggest scandals to ever hit the wine world....read more ›
by The Drink Nation
Sep 13, 2019
Using Peas to Make Gin Might Lead to More Environmentally Friendly Spirits, Studies Show
Scientists may have discovered a more environmentally friendly way to make one of the world's most popular spi...read more ›
by The Drink Nation
Jul 23, 2019
Drink a Classic Cocktail for a Good Cause During Negroni Week, June 24-30
Negroni Week 2019 is June 24-30, so drink this classic cocktail for a good cause....read more ›
by The Drink Nation
Jun 19, 2019
What to Do if Your Uber, Lyft, or Cab Driver Ever Strays From Your Destination or Makes You Feel in Danger
If you're taking an Uber, Lyft, or cab and feel unsafe, there are steps you can take to protect yourself....read more ›
by Nina Starner
Jun 19, 2019
Behind the Bar: Kat Corbo of The Study & Winner of Speed Rack 2019
This time on Behind the Bar, we spoke to Kat Corbo of The Study, who recently won Speed Rack 2019....read more ›
by The Drink Nation
May 15, 2019
Boston Beer & Dogfish Head Have Merged in a $300 Million Deal
In a huge move for the American craft beer community, Boston Beer and Dogfish Head have agreed to a merger valued at $300 million dollars. ...read more ›
by The Drink Nation
May 10, 2019
A New, High-End Blend of Jack Daniel's Whiskey is Now Available in the United States
A new, high-end blend of Jack Daniel's whiskey, known as Jack Daniel's No. 27 Gold, which was previously only ...read more ›
by The Drink Nation
Apr 15, 2019
SPONSORED
