Honoring Heritage, Pouring the Future — The Relaunch of WildTurkey.com

Overview

Wild Turkey isn’t just a bourbon — it’s an American legacy. With roots stretching back generations and a story steeped in tradition, the brand carries a weight that few spirits can claim. When tasked with reimagining WildTurkey.com, Dutch approached the challenge with respect, restraint, and a deep sense of purpose: to build a digital home that felt as timeless as the whiskey itself.

From the outset, the vision was clear — craft a site that doesn’t just sell a product, but tells a story. We designed an experience that invites users to trace the lineage of the Russell family, explore the craftsmanship behind every bottle, and walk through the distillery grounds without ever leaving their screen. Through layered storytelling, elegant interactions, and rich visuals, the site became both a tribute and a tool — blending education, inspiration, and commerce under one carefully constructed roof.

But heritage doesn’t mean standing still. Alongside the brand’s storied past, we carved out space for what’s next — showcasing limited releases, sustainability efforts, and the kind of stories that resonate with a new generation of bourbon drinkers. The result is a platform that speaks to connoisseurs and newcomers alike, and that proudly carries the Wild Turkey name into its next chapter.

Results:

• 100% increase in user engagement, reflecting deeper time-on-site and higher scroll depth across pages.
• Thousands of CRM interactions generated through immersive product storytelling and newsletter integration.
• A renewed digital presence that aligns the brand’s legacy with a forward-looking vision — for customers, partners, and stakeholders alike.