New WT101 label and marketing

[Quintilian B. Nasty]

I picked up a bottle of WT101 from a supermarket today and discovered it has a new label and marketing. Instead of the full bird on the label, it's more of a closeup picture. The next has label that reads "High Rye Aged Longer." On the back, the marketing proclaims, "With a high rye content, this iconic bourbon is perfectly aged for up to six to eight years in American oak barrels with the deepest char for more character. We bottle 101 at a higher proof and only when it reaches its full complex flavor of caramel, vanilla, toffee and spice. As Jimmy says, 'Like the Kentucky River, Wild Turkey 101 is mighty, bold, and it takes its own sweet time."

I don't have the old label in front of me, but I don't remember it touting WT101 as "high rye" and that carefully worded sort of age statement. Anyone got a bottle with the older label to compare? 

I've never really thought of WT101 as high rye like OGD or Old Forester. 

[flahute]

Old label has similar language, but no mention of high rye or any age range given. Caramel and vanilla are the only flavors mentioned.

[fozzy71]

I have one in a box buried downstairs I can dig out to post pics of later tonight if no one else has any images handy.

[tanstaafl2]

The label changes made by Campari in recent years are illustrated in this blog post from December 2015.

[Madhatter]

The turkey image on the new bottles is one scary looking creature.  May have to keep that bottle turned around backward.

[tanstaafl2]

It is interesting how Eddie gets stuck "approving" the lower proof stuff whilst his Dad gets to sign off on the 101!

[ethangsmith]

I'm not impressed with anything Campari has done to the brand. The whiskey is getting thin and fiery, the labeling is veering off the path it's always had, they tout "high rye" when there is no way to substantiate it, and it seems they have the poor Russells simply as mouthpieces.

[smokinjoe]

8 minutes ago, ethangsmith said:

I'm not impressed with anything Campari has done to the brand. The whiskey is getting thin and fiery, the labeling is veering off the path it's always had, they tout "high rye" when there is no way to substantiate it, and it seems they have the poor Russells simply as mouthpieces.

Though, I cannot say I endorse much of what Campari has done from the marketing side for the WT brand (I can't help thinking there is an almost complete lack of understanding of Bourbon at Campari, and their international-spritzy, cocktail-centric, with a big swooosh! "Let's dress in RED!!", "Cocktail time ladies!", background is a big disconnect.), I really think that the whiskey has improved of late....Significantly.  Although, they may be trying to fit a square KSBW peg into a spiffy round cocktail hole company message, the whiskey is rebounding from a few years of sub-par offerings, IMO...probably, despite them, I'll admit...

[ethangsmith]

I will say this- The last few bottles of 101 bourbon I have had have been terrible. On the inverse, the bottle of 81 Rye I have right now is excellent, as is a special in-store barrel pick of the RRSB. Otherwise, I have waded through too many bottles of boring, thin whiskey. I can only hope they turn back into their former selves and start getting that nice, thick, flavorful whiskey back in the bottles again. I often wonder if they could do better if Campari didn't own them............

[smokinjoe]

13 minutes ago, ethangsmith said:

I will say this- The last few bottles of 101 bourbon I have had have been terrible. On the inverse, the bottle of 81 Rye I have right now is excellent, as is a special in-store barrel pick of the RRSB. Otherwise, I have waded through too many bottles of boring, thin whiskey. I can only hope they turn back into their former selves and start getting that nice, thick, flavorful whiskey back in the bottles again. I often wonder if they could do better if Campari didn't own them............

Hopefully, it will come around for you, E.  I had same impression for years, but I see improvement.  Particularly, in mouthfeel.  

[ethangsmith]

That would be nice. I was a fan of the Rare Breed when it was 108 proof. When it went to 112, it became an entirely new animal and I no longer buy it. If anything, I'll absolutely continue to buy the Rye. Even the thinner bottles I had were still tasty.

[Chris m]

Quote

I've never really thought of WT101 as high rye like OGD or Old Forester. 

They're still using the same old 75/13/12. My guess would be that, because rye has gotten a name for itself, putting 'rye' on your label will catch the eye of folks who heard rye was cool. 

I am not a fan of the label change or the steady decline of 101. Every time I see whatever new Campari nonsense there is I think about a video from the 90s with Jimmy talking about how 101 had to be 8 years and they would never compromise.  

[smokinjoe]

Can't say I like the label change , either .  The bird looks like a cartoon, IMO.

[Vosgar]

Nothing like taking one of the ugliest creatures on the planet and make it more prominent on the label to sell your product

Edited January 16, 2016 by Vosgar

[VAGentleman]

I think the new labels for WT and RR make a lot of sense for today's world.  More in your face and noticeable.  Lets face it a lot of people buy off the look of the label.

[pellidon]

I was traveling to Wisconsin and bought the RR in the new lable thinking it was a new offering. So shiny labels do affect people. It will however be good to test this one vs the bottle at home so it's not all bad.

[squire]

Looks like the thing is daring you to buy a bottle.  High rye?  Well, not really, except in marketing speak.

[ethangsmith]

False advertising?

[Paddy]

I think the new label looks cheap.  I miss the color of the old bottle, particularly the beautiful coloring of the actual 'Wild Turkey'. 

I'm admittedly not a marketing genius, but I've never understood why they wouldn't want that iconic bird on EVERY bottle of EVERY brand they produce.