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This bourbon from Wild Turkey resides neatly above the most basic options while providing an insight into what the premium choices have to offer with their fancy bottles, flavorful nuances, and delectable oak finishes. Nose: The sweetness is of corn and vanilla syrup, complemented by a light toasted graininess (I couldn’t help but think of pancakes) and a toasty undercurrent. It’s gone from passive marketing to active marketing,” Shapiro says. “It’s gone from ‘Here I am, go buy me’ to ‘Here’s why you should buy me and here’s what’s good about it.’” Distilling A Brand—And How To Market It
Palate: Medium body. Dry, despite the sweet aroma notes. Tons of oak, heavy root notes (root beer, sassafras, etc.), and balanced charcoal. I might taste mesquite, or it could be marketing. Either way, this is a tasty slightly-sweet bourbon with just barely enough tongue burn to feel legitimate.Wild Turkey Longbranch is the latest collaboration to come from the multi-year partnership with the Academy Award® winning actor. McConaughey, who has served as the brand’s creative director since 2016, has worked behind the camera and in front of it in television commercials to reintroduce the world to Wild Turkey, and this new bourbon is a natural evolution of the partnership. The name is inspired by the friends that form the longest branches of our family trees. Is he talking to himself? To the universe? The journey is part reality, part subconscious, peppered with thoughtful musings,” Director Miller Mobley said. “Matthew is known for his curious nature, and we wanted to lean into that in an irreverent, but pure way. We wanted the location to feel like it was a place he might visit often, his own little clubhouse of sorts, to go have a think and a drink of ‘his favorite bourbon on the planet'”. Dark sweets (caramel, butterscotch, etc.), corn, oak, cinnamon, cocoa, char and bits of leather, vanilla and nuts.
For the Longbranch version of this whiskey, notable Austin, Texas resident Matthew McConaughey worked with master distiller Eddie Russell to come up with a signature whiskey designed to Matthew’s tastes. The “Longbranch” name comes from the idea of reaching out an invitation — extending the olive branch so to speak. Product
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Concocting this unique spirit took two years of note swapping and testing to create the process that results in allowing Longbranch to fork into its own bough in the Wild Turkey family tree. Two filtration processes are used, starting with charcoal from American White Oak and finishing with charcoal from Texas mesquite wood which gives the bourbon a hint of smoke. With 37 years under his belt, Mimmy still calls dad “the new guy.??? What was supposed to be a fun summer gig has turned into a career that rivals any other distiller. Since that fated summer in 1981, dad has built a tremendous legacy all his own. This year alone, he’s released three new whiskies that are taking the Bourbon category by storm – Wild Turkey Longbranch, Master’s Keep Revival and Russell’s Reserve 2002. Dad has spent much of the year on the road – traversing a similar path to Mimmy before him but with a few farther flung destinations along the way. According to a news release, the spots are meant to give viewers a close look into the intricacies of McConaughey’s mind. Matthew McConaughey has been ingrained in the Wild Turkey brand as creative director for several years now,” said Bob Kunze-Concewitz, CEO at Campari Group, owner of Wild Turkey. “As a lover of Bourbon, and an integral part of the team, it was a natural next step for Matthew to partner with Eddie to create a new product for Wild Turkey. We are proud of the work they’ve done and have great expectations for this amazing new whiskey.”
When Wild Turkey hired McConaughey [making him the highest paid creative director in the ad industry] they were most likely going to want to get the most out of the arrangement. They not only wanted to bank on McConaughey’s name and have him write and star in their commercials, but they also wanted his help developing a new Wild Turkey expression with his name on it. Enter Longbranch. This bourbon can be enjoyed neat by those that are more into the “softer” bourbons. I found that it makes for a brilliant mixer and have enjoyed Manhattan’s made with this spirit. WILD TURKEY LONGBRANCH PRESS RELEASE MATTHEW MCCONAUGHEY teams with bourbon hall of famer to LAUNCh New WILD TURKEY® LONGBRANCH™ To create Longbranch’s signature flavor, McConaughey and Russell spent countless hours sharing notes, then, after two years of testing, perfected a proprietary process that combines two separate charcoal filtration methods to give Longbranch a smooth and full finish. The first of the filtration process uses charcoal made from American White Oak and the second uses charcoal made from Texas Mesquite wood, giving the bourbon notes of smoky sweetness.
On their next hunting trip, Mr. Nicholls’ friends requested that he bring his ‘wild turkey whiskey’ along with him, and just like that, a brand was established. In the beginning, the whiskey was made and sold under the Austin Nicholls Co. label, while Wild Turkey was imported from several distilleries, including Ripy Brother’s Distillery. Longbranch is an excellent gateway to greater things in the world of bourbon. Hopefully, this step is just one of the first taken by the industry in the journey toward more collaboration and creativity. The bourbon market needs more collaborations like the one between Russell and McConaughey to stir up and move purists. The manufacturer has moved from producing only its 101 proof bourbon to also distributing rye whiskey. This included its first bourbon liqueur to hit the market. Wild Turkey has also extended out its permanent offerings to include Russell’s reserve.
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