Spirit Cruises Summer 2019 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:
 
Inside Look: Campari's Stylish North American Headquarters in New York

Inside Look: Campari's Stylish North American Headquarters in New York

If you're a frequent Negroni drinker, always order Wild Turkey Bourbon in your old fashioneds, or prefer your ...read more ›

by The Drink Nation Jan 9, 2020
Best Bars for Outdoor Drinking in Philadelphia, 2019

Best Bars for Outdoor Drinking in Philadelphia, 2019

Whether it's to enjoy the first warm breezes of spring or the unexpected sunshine of a crisp day in fall, Philadelphia is full of great places to drin...read more ›

by Drink Philly Apr 11, 2019
SPONSORED
Drink Nation Store Rectangle
Behind the Bar: Liana Oster of Dante

Behind the Bar: Liana Oster of Dante

For this exciting installment of Behind the Bar, we had the incredible opportunity to sit down with Liana Oster, the head bartender at Dante in New Yo...read more ›

by The Drink Nation Jan 7, 2020
The Best Cocktail Bars in Philadelphia

The Best Cocktail Bars in Philadelphia

Here it is - the definitive list of Philadelphia's best cocktail bars....read more ›

by Drink Philly Dec 13, 2017
The Damage of Trump's Wine Tariffs: Importers Expect Shutdowns & Layoffs, Industry Could Be Irreparably Harmed

The Damage of Trump's Wine Tariffs: Importers Expect Shutdowns & Layoffs, Industry Could Be Irreparably Harmed

The wine industry in the United States may be in serious jeopardy thanks to proposed tariffs by the Trump admi...read more ›

by Nina Starner Dec 23, 2019
Royal Boucherie Now Offers a Three Course Lunch Special With a $25 Prix-Fixe & $2 Martinis

Royal Boucherie Now Offers a Three Course Lunch Special With a $25 Prix-Fixe & $2 Martinis

Nicholas Elmi's Old City spot, Royal Boucherie, is offering the best lunch special in the city: $2 martinis wi...read more ›

by Drink Philly Dec 9, 2019
Drink Philly's Repeal Eve Ball Recap (PHOTOS)

Drink Philly's Repeal Eve Ball Recap (PHOTOS)

On the evening of Wednesday, December 4, partygoers raised a glass to the end of Prohibition and the passing of the 21st Amendment at Drink Philly's R...read more ›

by Drink Philly Dec 9, 2019
Prohibition Taproom is More Than Just Beer: An Inside Look at Their Cocktail Program

Prohibition Taproom is More Than Just Beer: An Inside Look at Their Cocktail Program

Prohibition Taproom, one of Philly's most beloved neighborhood bars, is definitely known for its beer and cide...read more ›

by Drink Philly Nov 19, 2019
Where to Host a Private Event in Philadelphia

Where to Host a Private Event in Philadelphia

Whether it's for the holidays or you have a special birthday coming up, Philadelphia has some amazing options when it comes to event spaces. ...read more ›

by Drink Philly Nov 26, 2018
SPONSORED
View all Articles

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

Close