Name: Eddie Russell
Company: Wild Turkey
Job: Master Distiller
Website: wildturkeybourbon.com

How long have you been working in the whisky industry?
I have been working for Wild Turkey for 36 years, alongside my father, Jimmy Russell, who has been Master Distiller for 63 years. We are proud to be the only active father-and-son distilling partnership.

What has been your biggest career highlight to date?
My biggest career highlight was being voted into the Kentucky Bourbon Hall of Fame in 2001. Jimmy inducted me himself, which made it a truly special moment. It symbolised his trust in me and my role within both the brand and our family business.

Can you remember your first dram, and what was it?
The first dram I ever had was an eight- to nine-year-old Wild Turkey bourbon.

What does whisky mean to you?
The first thing whisky makes me think of is family and generations of whisky-making. I think about the rich history we all share with different whiskies around the world, and how that knowledge is passed down from one generation to the next.

Where would you like to see yourself in five years’ time?
I will definitely still be making Wild Turkey five years from now. In this business, you have to plan 13 years ahead. Every step of making bourbon requires long-term thinking — from anticipating growth and developing new cocktails to predicting industry trends.

We will never change our recipe, as we have stayed true to the original from the very beginning, even after Prohibition. However, we continue to be creative with different chars and barrels to ensure we stand out.

As for my son, he has been a brand ambassador for about three years now and is firmly on the path to becoming the next Master Distiller. I’m incredibly proud to see him join the family business and share the same passion for bourbon-making that I’ve always had.

What was your last dram?
My last dram was Wild Turkey 101. It’s extremely versatile and makes a great, authentic Kentucky Old Fashioned. Other industry experts have tasted and nosed it blind and immediately recognised it as ‘pure Jimmy Russell’.

Do you have a favourite whisky and food pairing?
I love Russell’s Reserve with a good barbecue or grilled steak. The char on the meat pairs perfectly with the bourbon.

What’s your favourite time and place to enjoy a dram?
Any time is a good time for bourbon, but it doesn’t get any better than tasting it straight from the barrel in the warehouse. That’s my favourite place to enjoy a sip of Wild Turkey.

What do you think will be the next big thing on the whisky horizon?
There’s a generational shift happening in the industry, with whisky becoming increasingly popular among younger drinkers. Premium whiskies are the next big thing, as this audience is more discerning — willing to drink less, but pay more for quality. This is very different from 10 or 15 years ago.

Where older generations might have enjoyed a bourbon by the fire every night, today’s 21–40-year-olds are seeking out quality whiskies in bars and at home. They want the good stuff. This younger generation is also driving the growth of rye whisky, thanks to their appreciation of its distinctive flavour.

What’s the one dram you couldn’t live without?
I couldn’t live without Wild Turkey 101 — you can’t beat the quality for the price. I love its clean finish, and to this day it remains our best-selling bourbon.

Many thanks to Eddie Russell. Who will be our next Whisky Insider? Check back soon to find out!