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:
 
Acclaimed Director Ridley Scott Has Made Seven Short Films for Hennessy X.O.

Acclaimed Director Ridley Scott Has Made Seven Short Films for Hennessy X.O.

Ridley Scott has directed a four-minute short film for Hennessy X.O. visualizing the seven flavors of the high...read more ›

by The Drink Nation Mar 4, 2019
Behind the Bar: Chris Morris, Master Distiller of Woodford Reserve

Behind the Bar: Chris Morris, Master Distiller of Woodford Reserve

On this edition of Behind the Bar, we had the honor to sit down with Chris Morris, the master distiller at Woo...read more ›

by The Drink Nation Feb 28, 2019
Haagen-Dazs is Making Booze-Infused Ice Cream

Haagen-Dazs is Making Booze-Infused Ice Cream

Step aside, after dinner drinks - Haagen-Dazs is releasing a line of spiked ice cream....read more ›

by The Drink Nation Feb 19, 2019
SPONSORED
Drink Nation Store Rectangle
Take a Tequila Tour Through Mexico on Jose Cuervo's New 'Tequila Train'

Take a Tequila Tour Through Mexico on Jose Cuervo's New 'Tequila Train'

If you love tequila and traveling in style, you're in luck - Jose Cuervo has a new all-you-can-drink tequila t...read more ›

by The Drink Nation Feb 19, 2019
You Can Now Drink Wine Out of a 'Pringles Can' Tumbler

You Can Now Drink Wine Out of a 'Pringles Can' Tumbler

After a news story about a woman in Texas who was asked to leave Walmart for drinking wine out of an empty Pringles can went viral, one enterprising E...read more ›

by The Drink Nation Feb 5, 2019
Behind the Bar: Dustin Wilson of Verve Wine & the SOMM Film Series

Behind the Bar: Dustin Wilson of Verve Wine & the SOMM Film Series

In this installment of Behind the Bar, we spoke to Dustin Wilson, a Master Sommelier who appeared in the SOMM ...read more ›

by The Drink Nation Jan 21, 2019
You Can Rent a 'Bubble Tap Trailer' To Serve Up Prosecco On the Go

You Can Rent a 'Bubble Tap Trailer' To Serve Up Prosecco On the Go

If you're looking for a unique feature for your next event, look no further - you can now rent a 'Bubble Tap T...read more ›

by The Drink Nation Jan 8, 2019
Ryan Reynolds & Aviation Gin Have Released a New, Hilarious Making-Of Video

Ryan Reynolds & Aviation Gin Have Released a New, Hilarious Making-Of Video

Ryan Reynolds & Aviation Gin have been teaming up to create some of the funniest ads in the business for quite...read more ›

by The Drink Nation Jan 4, 2019
Pedialyte Has a New Product That Might Help Cure Your Next Hangover

Pedialyte Has a New Product That Might Help Cure Your Next Hangover

If you've been picking up Pedialyte at the corner store after a long night of drinking, you're not alone — a...read more ›

by The Drink Nation Jan 4, 2019
Amy Poehler Has Opened a Wine Store in Brooklyn

Amy Poehler Has Opened a Wine Store in Brooklyn

Amy Poehler has a new role - she has opened a wine store, Zula Wines & Spirits, in Brooklyn's Park Slope, according to Eater. ...read more ›

by The Drink Nation Dec 11, 2018
SPONSORED
View all Articles

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

Close