Wild Turkey bringing back the rye


by Johnny Archer


Posted on November 20, 2013 at 12:14 PM

Updated Wednesday, Nov 20 at 7:20 PM

LOUISVILLE, Ky. (WHAS11)-- Wild Turkey is reintroducing its 101 Proof Rye Whiskey back into the market after being absent for more than a year.

Louisville restaurant owner, Matthew Landan, of Haymarket Whiskey Bar in NuLu said he is happy to have the whiskey back on the shelves.

 “I think it’s a great move by the distillery and it should have never gone away,” he said.

Landan is one of many bartenders across the country who voiced their concern about Wild Turkey pulling the drink from the market. The ‘Bring Back Wild Turkey 101' Facebook page became a core forum for enthusiasts.

Wild Turkey officials said they pulled the whiskey because of an unexpected high demand.

“Nobody drank bourbon in Los Angeles 10 years ago,” Landan said. “But now they do. And some of that product has to go down there.”

According to Nielson data, rye whiskey has seen a 41% jump in sales within the past 52 weeks.

Landan said he is ready to stock his shelf with the 101 Rye and is putting his order in immediately.

“That 101 proof versus 81 just allows the flavor to come through no matter how many other ingredients you're mixing into the drink,” he said.

There is still a very limited stock, but the brand will be brought back to 21 markets around the country, including in Louisville.