397: Wild Turkey’s Bruce Russell Talks Record Summer, Russell’s 13, and Three Generations of Whiskey Making

LOUISVILLE, Ky. — Wild Turkey is having one of its biggest summers yet, and Master Distiller Bruce Russell is opening up about what’s behind it. In a new interview with The Bourbon Lens, Russell discussed the making of Russell’s 13, the distinct palates that separate him from his father Eddie and grandfather Jimmy, and why the brand is leaning into its legacy rather than chasing trends.

Russell’s 13 has drawn attention for its rich, cherry-cola depth — a profile Russell says traces back to a stroke of luck at Camp Nelson.

“We found two barrels from two thousand seven… we all just start laughing ’cause it just smelled so good as soon as you pop the bung and the whiskey was perfect,” Russell said.

Those barrels, discovered while filming a documentary tied to Eddie Russell’s 45th anniversary of distilling, ended up shaping the final blend.

On what separates his palate from his father’s and grandfather’s, Russell explained the differences run deep:

“Dad likes older whiskey. He likes sweet like creme brulee, vanilla, citrus fruit, maybe some cherry and Jimmy likes spice and sweet tobacco and you know big baking spices, oak, like aggressive stuff.”

Russell also spoke candidly about being a lifelong bourbon collector himself, and how that shapes decisions at the distillery in a crowded market.

“I am a huge consumer of bourbon whiskey,” Russell said. “I think that’s really helped me… understand what our people want, especially in a time like you said, that the whiskey industry is trying to figure itself out currently.”

Despite the challenges facing the broader bourbon category, Russell says Wild Turkey isn’t slowing down.

“I know the liquid that we’ve got on site, especially out of Camp Nelson… we’re gonna have some really, really cool stuff coming every year.”

The full conversation, including stories about Jimmy Russell’s emotional reaction to Russell’s 13 and behind-the-scenes details on the Masters Keep series, is available now on The Bourbon Lens podcast.

About The Bourbon Lens
The Bourbon Lens is a podcast dedicated to bourbon culture, tastings, and conversations with the people shaping the whiskey industry. New episodes are released weekly.