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Special Project

Special Project
From the 13th Annual Shorty Awards

Wild Turkey Guided Tasting Experience

Audience Honor in Branded Content

Entered in Food & Beverage, Wine, Beer & Spirits, Emerging Platform, Creative use of Technology


Whiskey has always been more than a spirit: it’s an iconic American tradition. And in the last five years alone, more than 2.5 million people have visited the Kentucky Bourbon Trail to experience that tradition. But with travel plans on hold, Wild Turkey looked for ways to create a virtual journey to the Bluegrass State.

Strategy and Execution

Tapping into a new and untested territory, Wild Turkey created the first-ever guided bourbon and rye tasting for Amazon Alexa and Google Assistant. Voiced by Wild Turkey’s legendary distillery family – the Russells – the Wild Turkey Tasting offers education and entertainment to every level of whiskey drinker, from the novice to the mature connoisseur. Unlike other skills that simply share recipes, the Wild Turkey Tasting transports you straight to Lawrenceburg, Kentucky, with the unique perspectives of the first family of whiskey. 

Consumers can learn about the different styles of Wild Turkey whiskey, the distilling process, the palate, glassware, and more from the masters themselves. Users can even discover a special message from venerated actor Matthew McConaughey, Wild Turkey's Creative Director and the co-creator of Longbranch


Since its official launch, there has been considerable buzz including glowing reviews from AdWeek, Distiller, Thrillist, Go Bourbon, Newsweek as well as nearly 100M media impressions.


“I wanted to make mention [that this innovation] is probably the first and ONLY good use of Amazon’s Alexa and Google Assistant.”

- Cass Anderson from BroBible


Entrant Company / Organization Name

Havas CX, Campari America


Entry Credits