For Bruce Russell, Wild Turkey isn’t just a whiskey brand – it’s family. As the third generation of Russells to work at the storied Kentucky distillery, Bruce carries forward a legacy built by his grandfather, Jimmy Russell, and his father, Eddie Russell. With the release of Masters Keep Beacon, Wild Turkey’s 11th Masters Keep expression, he says the project embodies both tradition and innovation – and perhaps marks the pinnacle of the collection so far.
“Masters Keep Beacon is a blend of 16- and 10-year-old whiskeys,” Bruce explains. “The 16-year-old comes from Camp Nelson, where some of our best barrels have been resting. The 10-year-old is special because it’s the first, and maybe only, whiskey I’ve ever distilled myself – side by side with my granddad, doing everything the old-school way.”
That week-long exercise – milling grain, running stills by hand, growing yeast, and filling barrels – slowed down production but cemented Bruce’s understanding of Wild Turkey’s craft.
“It was one of the coolest parts of my entire career,” he says. “Not just because I got to work with Jimmy, but because it may be the only time I’ll ever get to do it like that.”
Family, tradition, and responsibility
The Russell family name is now synonymous with Wild Turkey, but as Bruce points out, they weren’t the founders of the distillery. The Ripy family established it in the 1860s, passing their knowledge to Bill Hughes, who later mentored a young Jimmy Russell.
“Back then, whiskey-making was a closely guarded trade,” Bruce says. “Mr. Hughes taught my grandfather everything he knew before passing away at the distillery in 1967. Jimmy has carried that knowledge forward for 71 years.”
Now 90, Jimmy still shows up at the distillery every day – greeting visitors, signing bottles, and, in Bruce’s words, “making fun of me and telling stories.” That example sets a high bar.
“If that 90-year-old man comes to work every day, I better get to work too,” Bruce says.
The dynamic across three generations isn’t always smooth. Jimmy remains fiercely traditional, while Eddie has pushed boundaries with secondary maturations and finishes. Bruce straddles both worlds. “We might disagree on methods, but it’s always safe to experiment within our family. Even if Jimmy says, ‘You’re nuts,’ in the end, he’s proud.”
Balancing automation and art
Wild Turkey’s production has evolved dramatically since Jimmy’s early days.
“Large distilleries everywhere are automated now,” Bruce notes. “That’s not a bad thing – automation makes the science consistent, which frees us to focus on the art: maturation, blending, and flavour development.”
It’s here that Bruce leans into his passion. “Every one of our 900,000 barrels is slightly different. That’s where the magic happens. Our job in the lab is to find those special barrels and bring them together into something unique.”
His small team, led with whiskey-maker Josh Kaul, keeps things lean to maintain clarity of vision.
“Too many cooks in the kitchen and you lose focus. Josh keeps me honest – he’s the non-Russell voice we need.”
Flavour trends and looking forward
Reflecting on broader industry trends, Bruce sees bourbon circling back to its roots. “During the boom, everyone was experimenting with finishes and lower proofs. Now consumers are asking for higher ages, higher proofs, and bold, whiskey-first flavours. That’s exciting to me, because my favourite Wild Turkeys are the ones from the 70s and 80s – big, unapologetic bourbons.”
Masters Keep Beacon fits that mould: 16 years old, bottled at 59% ABV, dark, rich, and unapologetically Wild Turkey.
“Our marketing and packaging should support the whiskey,” Bruce insists, “but never overshadow it. Whiskey comes first.”
With significant stocks of mature liquid aging at Camp Nelson, Bruce believes Wild Turkey is entering a new golden era. “We’ve got some incredible whiskey laid down,” he says. “If you liked Beacon or Russell’s 15, just wait – there’s more of that classic, old-school style coming.”
Whiskey, food, and connection
For Bruce, whiskey is more than just liquid in a bottle; it’s about people and shared experiences. He draws parallels to food: “Whether it’s a Sunday roast, Japanese curry, or fried chicken at home, meals made with love warm your soul. Whiskey is the same. It’s about connection, creating memories, and sharing moments that matter.”
And that philosophy brings him full circle to Beacon – a whiskey rooted in legacy, crafted with care, and built to be shared.
“We might have ended the Masters Keep series, at least for now, with the best one yet,” Bruce says.
