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:
 
Enjoy Fall Weather & PA Ciders in a Historic Setting at CiderFest, October 15 & 16

Enjoy Fall Weather & PA Ciders in a Historic Setting at CiderFest, October 15 & 16

Fall is here and what better way to celebrate than at CiderFest at the historic Woodford Mansion in Fairmount ...read more ›

by Drink Philly Oct 13, 2022
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
WitchCraft: Halloween Themed Beer Fest in the Middle of the NJ Woods Returns October 14 & 15

WitchCraft: Halloween Themed Beer Fest in the Middle of the NJ Woods Returns October 14 & 15

The team behind the Atlantic City Beer & Music Festival have conjured up a spellbinding event - WitchCraft - a...read more ›

by Jessie Donofrio Oct 12, 2022
SPONSORED
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
LMNO: An Inside Look at Their 'Choose Your Own Adventure' Cocktail Menu

LMNO: An Inside Look at Their 'Choose Your Own Adventure' Cocktail Menu

Fishtown has a new Baja Mexican destination for tequila and mezcal fans...read more ›

by Drink Philly Feb 14, 2022
Behind the Bar: Bartender Barry (Johnson)

Behind the Bar: Bartender Barry (Johnson)

In this installment of Behind the Bar, we sit down with Barry Johnson, better known as "Bartender Barry" of Instagram and as cocktail catering special...read more ›

by Drink Philly Feb 9, 2022
Victory Brewing's New Philadelphia Location on the Parkway Now Open

Victory Brewing's New Philadelphia Location on the Parkway Now Open

Victory Brewing Co just launched their newest venture right in the heart of Philadelphia, making the former TG...read more ›

by Drink Philly Oct 26, 2021
Philly Cider Week Returns This Year, October 26-31

Philly Cider Week Returns This Year, October 26-31

Cider fans rejoice because after taking a hiatus last year, Philly Cider Week is back for it's third year....read more ›

by Drink Philly Oct 14, 2021
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
 Victory's New Philadelphia Brewery on the Parkway to Open this Fall

Victory's New Philadelphia Brewery on the Parkway to Open this Fall

Victory Brewing Co. is opening its first Philadelphia taproom and brewery in the heart of Center City at 1776 ...read more ›

by Drink Philly Oct 12, 2021
SPONSORED
View all Articles

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

Close