Beverage News / Wine & Spirits

Campari America re-releases Wild Turkey 101 Rye in select markets

Fans call for return of rye whiskey after it disappears from shelves

November 18, 2013

Wild Turkey, a brand of San Francisco-based Campari America, is bringing back its Wild Turkey 101 Rye. After an absence from the market for approximately a year because of the unexpected high demand, the Kentucky straight rye whiskey is returning to bars in select markets this month.

Last year, increased demand for rye whiskey and growing enthusiasm for classic cocktails played a role in the depletion of 101 Rye’s aged stock, the company says. According to Nielsen data, rye whiskey sales jumped 41 percent in the last 52 weeks. Because of the time and care it takes to craft all Wild Turkey products, distillers Jimmy and Eddie Russell could not keep up with the growing demand.

“I have been working in this business for 60 years, and if someone told me just five years ago rye whiskey was going to be one of the hottest categories in the spirits industry, I would have balked at the notion,” Jimmy Russell said in a statement.

Fans of Wild Turkey 101 Rye expressed their disappointment on Facebook and Twitter when the 101-proof liquor disappeared from store shelves. Bartender Erick Castro led the charge on Facebook by creating the group “Bring Back Wild Turkey 101 Rye,” calling for the whiskey’s return.

"It was definitely a tough blow to the cocktail world when Wild Turkey 101 Rye disappeared,” Castro said in a statement. “I always found it worked beautifully in cocktails, both stirred and shaken. Because of this, I am elated to hear that it will be available again for craft bartenders looking for a quality rye that shines in drinks we serve across the bar."

Because of the very limited stock, the brand will re-introduce 1-liter bottles targeting on-premise accounts in 21 markets across the country.

“To be completely frank, we didn’t realize bartenders had such a passion for it,” Jimmy Russell said in a statement. “Given the bartending community can be directly attributed for the current resurgence in rye [whiskey] and classic cocktails, we had to listen and take the necessary steps with our available aged stock to bring 101 Rye back.”
 

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px