Wild Turkey Bourbon is sponsoring worldwide obstacle course challenge Tough Mudder, alongside its first outdoor marketing campaign for the brand in the UK.
The brand, owned by Gruppo Campari, will operate the Juke Joint themed bar at all seven of the UK Tough Mudder events, offering a range of obstacle-themed cocktails to finishers.
The UK arm of the gruelling 12-mile assault course series, which holds events in London, Scotland, the Midlands, Yorkshire, the South West and North West, attracts up to 15,000 participants to each race.
So far the events have raised £600,000 for UK armed forces charity Help for Heroes.
In addition to sponsoring this year’s challenge, Wild Turkey is also launching its first outdoor advertising campaign in major cities across the country using its Know Your Bourbon creative.
Branded phone booths will appear for four weeks from 21 April in Manchester, Liverpool, Sheffield, Leeds and Newcastle, while digital six-sheet advertising has been secured outside 67 key Tesco supermarket stores.
The brand claims its investment in both outdoor advertising and event sponsorship of Tough Mudder “aims to establish its place within the UK marketplace in both the on- and off-trade”.
Wild Turkey is distributed in the UK by Catalyst Brands.