Wild Turkey debuted a new look for its range of premium bourbon and rye whiskies. The company says the new look better reflects its core values, while making no changes to the liquid inside the bottle. Most notably, the labels all feature a new, true-to-life illustration of a turkey, drawn by professional wildlife artist Julie Rhodes. Rhodes took great care to make the turkey as realistic as possible, which resulted in a spirited bird that is regal, bold and proud, the company says. Additionally, the new look reflects Eddie Russell’s recent promotion to master distiller and highlights that Wild Turkey Bourbon (originally named Wild Turkey 81) is Eddie’s creation, while Wild Turkey 101 was created by his father, Jimmy Russell. “We wanted the new packaging to capture the hard work, craftsmanship and heart that goes into making Wild Turkey,” Eddie Russell said in a statement. “My father and I have been making whiskey the same way for over 60 years. From hand selecting the grain, to bottling the liquid and everything in between, we make sure our product is made the right way — the traditional way — at every single stage.” All of the new bottles also feature a strip stamp comprised of deep, rich colors and accented with gold foiled writing, which denote the type of whiskey, and most contain the phrase “Crafted with Conviction.” Below the strip stamp, a circular Wild Turkey marking is embossed in the glass. Near the bottom of every bottle the words, “BOLD. GENUINE. TRUE.” also are embossed in the glass.