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:
 
Rejoice: Burger King is Now Serving Booze

Rejoice: Burger King is Now Serving Booze

A Whopper and fries (along with some cheap chicken nuggets) makes a great post-drunk fill-up, but now thanks to the geniuses at the Burger King corpor...read more ›

by Ryan Hudak May 19, 2017
You Can Now Visit an Inflatable Version of Moe's Tavern from 'The Simpsons'

You Can Now Visit an Inflatable Version of Moe's Tavern from 'The Simpsons'

Have you ever wanted to visit the iconic Moe's Tavern from The Simpsons? Well, unless you live in Eugene, OR, ...read more ›

by Alexander Frane May 19, 2017
SPONSORED
Visit Drink Baltimore on Your Phone
Eric Wareheim of 'Master of None' & 'Tim and Eric' Is the Latest Celebrity to Release a Wine

Eric Wareheim of 'Master of None' & 'Tim and Eric' Is the Latest Celebrity to Release a Wine

Plenty of celebrities are releasing wine these days, and Eric Wareheim, famous for both Master of None and Tim...read more ›

by The Drink Nation May 17, 2017
A Booze-Infused Ice Cream Shop Just Opened in NYC

A Booze-Infused Ice Cream Shop Just Opened in NYC

Ah, the Big Apple, always providing the rest of the country with great art, culture, theater and now-perhaps the best innovation to date-the ice cream...read more ›

by Jessie Donofrio May 17, 2017
A 100-Year-Old British Man Won Beer For Life

A 100-Year-Old British Man Won Beer For Life

A landlord at a Manchester pub promised a then 92-year-old Arthur Johnson, about eight years ago, that when he turned 100 he'd be entitled to free bee...read more ›

by Jessie Donofrio May 17, 2017
Try These Sagamore Recipes During Preakness Weekend

Try These Sagamore Recipes During Preakness Weekend

Whether you're hosting a Preakness party or you're heading out to take in the stakes at the local bars, a whiskey drink should be on the books....read more ›

by Jennifer Waldera May 17, 2017
Lagunitas Sells Second Half of Stake to Heineken

Lagunitas Sells Second Half of Stake to Heineken

Lagunitas Brewing has announced that it will be selling the last 50% of its stake to Heineken International, The Chicago Tribune reports. ...read more ›

by Alexander Frane May 17, 2017
Where to Celebrate Mother's Day 2017 in Baltimore

Where to Celebrate Mother's Day 2017 in Baltimore

Here's where you can treat your mom to a decadent brunch this Mother's Day in Baltimore....read more ›

by Jennifer Waldera May 9, 2017
Bulleit is Releasing a Barrel Proof Frontier Whiskey

Bulleit is Releasing a Barrel Proof Frontier Whiskey

Whiskey fans have a new reason to celebrate: Bulleit, for the first time, is releasing a barrel proof bottle of its famous bourbon....read more ›

by Alexander Frane May 9, 2017
SPONSORED
View all Articles

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

Close