Wild Turkey Sold to Campari

Campari announced today it plans to purchase Wild Turkey Bourbon from Pernod Ricard; the French liquer company was drowning in debt from the purchase of Absolut vodka. Pernod also distributes Beefeater gin, Malibu rum, Jameson whisky, Kahlua liquer, Chivas Regal cognac, and pretty much everything you've ever had at a bar. Campari will pay $575 million, in cash, for Wild Turkey.

Gruppo Campari makes the Campari apertif, which is a bitters. It was invented by Gaspare Campari in 1860 and still they still use the secret original recipe (like Jaegermeister, or KFC). I've only ever had Campari in a Negroni -- equal parts gin, sweet vermouth and Campari. It was a bartender's recommendation in Cinque Terre one summer. Other popular variations are the Americano and just Campari and club soda.

As for Wild Turkey, well, the proper environs for its consumption is definitely more American. Bourbon is great for mint juleps if you want an Old South vibe (the Kentucky Derby is less than a month away). Or in Manhattans -- which I guess is the Northerner alternative-- and gets a double bonus because it contains bitters. Not sure if Campari could be substituted for Angostura, though. Here's a list of cocktail recipes that call for Wild Turkey.

As for cooking, bourbon must fall a close-second behind wine for the number of recipes call for it. It works in a marinade or sauce for meats, and it plays well with dessert. It even works for breakfast. If you're looking to help boost Campari's profits (and horse-racing season is definitely the peak time for bourbon) but you're lacking inspiration, check here. I'm game to try to make chili chocolate truffles with Wild Turkey (pun very much intended).