How The Russell Family Put Wild Turkey On Top

Wild Turkey is one of the best known brands in bourbon, delivering a high quality pour at a reasonble prince point. While the brand’s foundations were laid by others, it is the unwavering commitment of the Russell family that has defined its character and excellence for over 70 years. For generations, their expertise has shaped the liquid and maintained its integrity and traditions. This is the story of how the Russell family became synonymous with the bold spirit of Wild Turkey.

The Ripy Distillery and Austin, Nichols & Co.

Wild Turkey’s journey began in 1869 when Irish immigrant James Ripy established a distillery near Lawrenceburg, Kentucky. His son, Thomas Ripy, later built the Old Hickory Distillery in the same area in 1891. According to the brand, their bourbon was chosen to represent Kentucky at the 1893 Chicago World’s Fair. Following Prohibition, the Ripy family rebuilt their distillery, producing bourbon that was often sold to wholesalers who bottled it under their own labels. One such company was Austin, Nichols & Co., a New York-based wholesale grocer that had begun to focus on wine and spirits after the repeal of Prohibition.

Austin Nichols would eventually sell off their grocery business to concentrate on spirits. A pivotal moment occurred In 1940 when executive Thomas McCarthy took samples of the Ripy’s bourbon on a wild turkey hunting trip with friends. The bourbon proved so popular that his companions repeatedly asked for "that wild turkey bourbon." Recognizing the appeal of the moniker, Austin Nichols officially launched the Wild Turkey brand in 1942, with bourbon sourced from the Ripy Distillery. One early fan was President Harry Truman who purportedly liked starting his day with a shot of bourbon, according to biographer David McCullough in his 1992 book Truman

For nearly three decades, Wild Turkey remained a brand owned by Austin, Nichols & Co., with the whiskey being produced under contract by the Ripy Distillery, later known as the Boulevard Distillery. The name "Austin Nichols" was prominently featured on Wild Turkey labels for decades, reflecting their ownership and role in bringing the brand to market. In 1971, Austin, Nichols & Co. purchased the Boulevard Distillery, renaming it the Wild Turkey Distillery. The Austin Nichols name gradually became less prominent on the labels as Wild Turkey became one of the most recognizable bourbon brands on the market.

James C. “Jimmy” Russell

The Russell Family At Wild Turkey

Even before Austin Nichols acquired the Boulevard Distillery, the influence of the Russell family on WIld Turkey was taking hold. In 1954, Ernest W. "Ernie" Russell joined the distillery, quickly rising through the ranks to become Master Distiller. That same year, his son, Jimmy Russell, also started at the distillery. Jimmy's dedication and deep understanding of bourbon led him to his own master distiller role, working alongside his father. Their combined expertise became the bedrock of Wild Turkey's quality and consistency.

Jimmy Russell's career has spanned over six decades, making him the longest-tenured active master distiller in the world. His unwavering commitment to traditional methods, his palate honed by generations of whiskey knowledge, and his resistance to fleeting trends have solidified his legendary status. He is the steadfast guardian of the Wild Turkey flavor profile, earning him the affectionate title "the Buddha of Bourbon."

Jimmy's son, Eddie Russell, joined Wild Turkey in 1981. Working side-by-side with his father for decades, Eddie absorbed invaluable knowledge and developed his own innovative approach. In 2015, he was also named Master Distiller, marking a historic moment as father and son both held the esteemed title. Eddie has honored the core traditions of Wild Turkey while introducing new expressions, such as W.B. Saffell, a new-old brand produced for Campari’s Whiskey Baron Collection, that resonate with contemporary bourbon enthusiasts. Eddie's son, Bruce Russell, also now works at Wild Turkey as an Associate Blender, marking the fourth generation of Russell's involved in the bourbon business.

Taste Select Repeat Russell's Reserve Barrel Picks

Wild Turkey And The Russell Legacy

Wild Turkey's signature high-rye mash bill and commitment to a specific distillation proof contribute to its bold and distinctive character. The Russells have consistently championed these traditional methods, ensuring that quality remains the paramount focus. The core range, including Wild Turkey 101, stands as a testament to their dedication. Recent years saw the expansion of the line with such expressions as Russell's Reserve, Wild Turkey Rare Breed, Kentucky Spirit, and Longbranch bourbon, a collaboration with brand ambassador Matthew McConaughey.

While Wild Turkey is now under the ownership of Campari Group, the Russell family remains the heart and soul of the brand. Jimmy and Eddie Russell continue their roles as master distillers, their daily involvement ensuring the continuity of the traditions and quality that have defined Wild Turkey for generations. Their legacy is not just in the barrels of aging bourbon, but in the enduring spirit of a family dedicated to their craft.

Photographs courtesy of Wild Turkey.