397: Wild Turkey's Bruce Russell on Russell's 13 & the Future of the Family Legacy

Bruce Russell (Wild Turkey) sits down with Jake Lewellen on The Bourbon Lens to break down one of the hottest bourbon summers in recent memory. Bruce opens up about blending, barrel hunting, and what it means to carry the Russell family legacy forward.

In this episode, Bruce shares how a side project turned into two mystery 2007 barrels that ended up defining Russell's 13, why his dad Eddie Russell never gets to taste a blend until it's nearly finished, and the emotional moment when 90-plus-year-old Jimmy Russell first tried the release. You'll also get a rare breakdown of how three generations of Russells — Jimmy, Eddie, and Bruce — each bring a different palate to the whiskey, and how that shows up in bottles like Generations, Master's Keep, and the Whiskey Barons Collection.

Bruce talks candidly about being a "whiskey nerd" himself, how that shapes what Wild Turkey puts on shelves in a crowded, correcting bourbon market, and why he's chasing that dusty, cherry-cola richness of vintage Wild Turkey in modern releases.

Whether you're a longtime Wild Turkey collector or just getting into bourbon, this conversation is packed with insider stories you won't hear anywhere else.

Topics covered:

Wild Turkey's record-breaking summer releases
How Russell's 13 was blended, including barrels from 2007
Jimmy Russell's and Eddie Russell's distinct flavor palates
The story behind Whiskey Barons and Master's Keep
Why the bourbon industry is going through a correction
What's next for Wild Turkey and the Russell family

Timestamps:
00:00 – Bruce Russell joins to discuss Wild Turkey's summer momentum
06:31 – Why being a whiskey consumer helps Bruce make better whiskey
09:45 – Three generations, three palates, and the idea behind Generations
13:08 – Building Russell's 13 with older liquid and special barrel selection
18:17 – Why Russell's 13 drinks like cherry cola and dark fruit
22:12 – Side-by-side tasting against vintage gold foil bottles
24:34 – Jimmy's emotional reaction to the release
29:55 – Masters Keep as Eddie Russell's way to do Wild Turkey his way
34:07 – Jimmy Russell's uncanny ability to make young whiskey taste much older
36:20 – The Russell family's shared legacy and what's next for the brand

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