Wild Turkey Brings ‘Kentucky in Seoul’ Bourbon Pop-Up to Seongsu-dong

Moontz Barbecue in Seongsu-dong, Seoul, was transformed on April 30 into a setting meant to evoke a classic American pub, complete with a pinball machine and a “wisdom wall.” The smoky barbecue aroma and oak-forward notes were part of a brand showcase for American bourbon whiskey Wild Turkey.
 
The venue is hosting “Kentucky in Seoul,” a pop-up store organized by Campari Korea, the Italian premium liquor importer and distributor, to introduce Wild Turkey’s new global campaign. The pop-up is set to open to the public May 1, after a media tasting event on April 30.
 
The campaign’s slogan is “WHEN YOU KNOW IT’S RIGHT, DON’T CHANGE A DAMN THING,” a sharper extension of the brand’s earlier message about trusting one’s beliefs. The company said it reflects Wild Turkey’s emphasis on sticking to fundamentals rather than chasing trends.
 
Wild Turkey has maintained traditional methods for more than 100 years, including barreling at a lower proof and using longer aging periods. The brand has also kept its alcohol content at 50.5 degrees, positioning it as a benchmark for classic bourbon.
 

A tasting class led by brand ambassador Kim Tae-wan featured three expressions: Wild Turkey 101, “101 8 Years” made with spirits aged 8 to 9 years, and the single-barrel “Kentucky Spirit,” drawn from one selected oak barrel. Kim said the brand’s heritage is underscored by having “the world’s only master distiller with more than 70 years of service,” adding, “I’m proud and grateful to be able to introduce a brand like this.”
 
The event paired the bourbon with Texas-style barbecue from Moontz Barbecue. Beef rib and brisket platters were served with a house barbecue sauce made by simmering a base of Wild Turkey 101.
 
Guest bartenders from Zest (Kwon Yong-jin), Le Chamber (Lee Jae-ung) and Soko Bar (Park Ju-seong) — bars listed in “Asia’s 50 Best Bars 2025” — presented cocktails reinterpreting Wild Turkey 101 in their own styles.
 
Photo booths and a merchandise area displayed limited-edition items including T-shirts, feather caps and motorcycle helmets. Campari Korea CEO Kim Hyosang said the company plans to create more opportunities for consumers to engage directly with the brand. “We will continue to set up more places where we can meet consumers and offer experiences so Wild Turkey can establish itself as a brand that can grow further,” he said.
 
The “Kentucky in Seoul” pop-up will run from May 1 to 29. Entry is available through advance reservations on CatchTable or by walk-in visits. Some menu items will be sold in limited quantities. The tasting class is available by advance reservation only.