Wild Turkey Distillery announced the launch of a new virtual guided tasting experience that is narrated by Master distiller Jimmy Russell, son Eddie, a master distiller of 35 years, and Eddie’s son Bruce, the distillery’s national brand ambassador.

Consumers will be led through five Wild Turkey expressions as part of the presentation:  Wild Turkey 101 Bourbon, Wild Turkey 101 Rye, Rare Breed Bourbon, Longbranch and Kentucky Spirit, according to a news release.

The tasting experience is accessible through Amazon Alexa and Google Assistant. From nosing and tasting to sharing anecdotes, the audio tour is designed for both the novice whiskey drinker and the more experienced connoisseur. Consumers learn about the Wild Turkey whiskey, the distilling process, the palate, glassware, and more; for those who don’t have Wild Turkey whiskey on hand, there is also a general whiskey tasting.

Also, consumers can ask questions from “Can I add water to my whiskey?” to “Tell me a fun fact about whiskey.” As an additional “Easter egg” component within the skill, whiskey drinkers can unlock a message from actor Matthew McConaughey, Wild Turkey’s Creative Director and the co-creator of Longbranch.

“Part of our digital transformation journey is looking at ways to reach new consumers through technology that is already a part of their daily routine – it’s not meant to disrupt as much as take advantage of the explosive growth of interest in bourbon cocktails and culture,” Andrea Sengara, Vice President of Marketing for Campari America, said in the release. “Coupling our renowned Master Distillers with this burgeoning technology is a way to drive both consumer consideration and eCommerce sales, since a guided tasting works best when you can sample along at home.”

To enable the Wild Turkey Tasting, Wild Turkey engaged the Voicify platform and partnered with Havas CX to design and execute the conversational experience, ensuring a seamless fit of the guided tasting into the brand’s broader customer experience.