Spirt of Philadelphia First Friday 2017 Leaderboard

Matthew McConaughey's Newest Role Is With Wild Turkey

by Alexander Frane on Aug 3, 2016 in Culture

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
spacer

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!

*Name:
*E-mail:
*Suggestions:
 
Maison 208, With a Retractable Roof, is Now Open in Midtown Village

Maison 208, With a Retractable Roof, is Now Open in Midtown Village

Maison 208, a two-story, open-air concept from Sylva Senat, is now open in Midtown Village at 208 S. 13th Stre...read more ›

by Drink Philly Jun 21, 2017
Best Bars For Outdoor Drinking in Philadelphia, 2017

Best Bars For Outdoor Drinking in Philadelphia, 2017

Whether it's to enjoy the first warm breezes of spring or the summer's sunshine, Philadelphia is full of great places to drink in the great outdoors....read more ›

by Drink Philly Apr 11, 2017
SPONSORED
Skybrunch Rectanlge Ad
This Theatre Company Will Perform 'Twelfth Night' While Drinking Beer, July 8

This Theatre Company Will Perform 'Twelfth Night' While Drinking Beer, July 8

The Manayunk Theatre Company is bringing back its popular ShakesBEER show, where inebriated performers will pu...read more ›

by Drink Philly Jun 21, 2017
Hendricks Gin is Hosting a Cocktail Competition, Class & Lounge For the Manayunk Arts Festival, June 22, 24 & 25

Hendricks Gin is Hosting a Cocktail Competition, Class & Lounge For the Manayunk Arts Festival, June 22, 24 & 25

Hendricks Gin is partnering with the Manayunk Arts Festival to host a cocktail competition, class, and lounge ...read more ›

by Drink Philly Jun 21, 2017
Parks on Tap Launches Free Weekly Music Series on Sundays on MLK Drive

Parks on Tap Launches Free Weekly Music Series on Sundays on MLK Drive

Parks on Tap is hosting a free weekly music series, the Twilight Music Festival, on MLK Jr. Drive near the Dra...read more ›

by Drink Philly Jun 21, 2017
A Bar in Brooklyn Now Has a Beer ATM

A Bar in Brooklyn Now Has a Beer ATM

It was inevitable - people love beer, and people love convenience, especially in New York City. So Randolph Beer in Brooklyn has designed a convenient...read more ›

by Alexander Frane Jun 20, 2017
Neil DeGrasse Tyson is Getting His Own Beer

Neil DeGrasse Tyson is Getting His Own Beer

Astrophysicist, writer, and television personality Neil DeGrasse Tyson now has his very own beer, courtesy of Asheville Brewing Company....read more ›

by Drink Philly Jun 14, 2017
Behind the Bar: Jenee Craver of ITV

Behind the Bar: Jenee Craver of ITV

For this installment of Behind the Bar, we spoke to up-and-coming bartender Jenee Craver of ITV, Nick Elmi's more casual, Laurel-adjacent outpost....read more ›

by Drink Philly Jun 14, 2017
Where to #DrinkChenin in Philadelphia on Saturday, June 17

Where to #DrinkChenin in Philadelphia on Saturday, June 17

Saturday, June 17 is officially #DrinkCheninDay, and several cities around the country are participating by hosting events that celebrate this particu...read more ›

by Drink Philly Jun 14, 2017
SPONSORED
View all Articles

Sign up to get weekly drinking news, bar reviews, events and more sent directly to your inbox!

Close