LAWRENCEBURG, Ky. (AP) — As bourbon enthusiasts made their way to the Wild Turkey visitors’ center, one special figure was there to greet them. Jimmy Russell, who has witnessed much of the distillery’s storied history, stood at his post as a friendly ambassador. He was busy signing bottles of whiskey, taking pictures with tourists, and sharing his passion for bourbon — both making it and enjoying it.
For 70 years, the distillery, located in Kentucky’s beautiful bourbon region, has served as a second home for Russell. He learned the art of distilling from a mentor who weathered the tough times of Prohibition. Years later, Russell played a significant role in the resurgence of bourbon, crafting high-quality whiskeys that became popular choices for cocktails, and he has since become a leading figure in the bourbon industry.
Now 89 years old and affectionately nicknamed the “Buddha of Bourbon,” Russell celebrated his 70th anniversary at the distillery this past Tuesday. He served as the master distiller at Wild Turkey for nearly 50 years, overseeing the entire production process from distillation to bottling.
“I always said, ‘The first day I have to come to work, I’m retiring,’” he remarked recently.
That day hasn’t come yet. Even after handing over his master distiller role to his son Eddie nearly a decade ago, Russell remains a cherished part of the distillery. Both he and Eddie are honored members of the Kentucky Bourbon Hall of Fame, and the family legacy continues with Eddie’s son, Bruce Russell, who is now working as an associate blender, actively involved in creating new Wild Turkey products.
The Russell family has a long-standing legacy of leading the production and marketing of the Wild Turkey brand. It’s not unusual for master distillers to have lengthy careers and transition into brand ambassador roles, but Jimmy’s extraordinary longevity makes him a unique figure in this sphere.
In a collaborative effort to honor their family’s whiskey-making heritage, Jimmy, Eddie, and Bruce teamed up on a special project. The product they created, called Wild Turkey Generations, blends various aged bourbons chosen by each family member to showcase their unique tastes, resulting in an ultra-premium whiskey that had a special limited release last year.
While no longer involved in daily bourbon production, Jimmy still tastes and provides his honest feedback on new Wild Turkey variations. He typically welcomes visitors a few days a week at the center, chatting with them about bourbon.
His warm and approachable nature shone brightly when Mark and Donna Barton asked him to sign some Wild Turkey bottles they had bought from the gift shop. Eddie Russell even added his signature to the bottles. “Absolutely, this is going to be displayed!” Donna remarked. Whether the couple from Princeton, West Virginia, would actually drink the whiskey or save it unopened was still a matter to be decided, Mark said, adding, “We may pour a little out and then put it back on the shelf.”
Jimmy Russell is experienced in engaging and educating bourbon lovers, having traveled globally to promote Wild Turkey for decades. One significant change he noted is the depth of knowledge whiskey aficionados now have about their favorite spirits. “When I started, it was just whiskey; it didn’t seem to matter,” Russell reflected. “Today, people are informed about every tiny detail.”
When he began in 1954, the distillery was known as Anderson County Distilling and operated on a smaller scale, producing around 40 barrels of whiskey each day and aging them in four warehouses. Today, Wild Turkey — owned by the Italian Campari Group since buying it from French liquor company Pernod Ricard in 2009 — produces between 700 to 800 barrels daily, stored in nearly thirty warehouses. The brand is now a global player, with significant markets in Japan and Australia, and a second distillery is being constructed to meet rising demand.
Unlike many distillery workers who stick to one role, Russell learned the various jobs within the distillery, which allowed him to gain a well-rounded understanding before becoming master distiller in 1967. “Every time I mastered a task, they’d shift me to a new one,” Russell said. “I’ve done just about everything here.”
His son Eddie, now 64, experienced similar comprehensive training when he joined Wild Turkey in 1981. “He wanted me to learn from the ground up, just like he did,” Eddie shared. Within weeks, he realized this was home. He also learned valuable lessons, such as the importance of hard work and maintaining product quality standards. “The number one lesson I learned from my dad was, if you’re going to do something, do it right or don’t do it at all,” Eddie emphasized.
In the Kentucky distilling community, there’s a strong sense of camaraderie. Fred Noe, a seventh-generation master distiller at Jim Beam, describes Jimmy Russell as a cherished friend and mentor, especially after the passing of his father, legendary master distiller Booker Noe, who was a close friend of Russell’s. “Jimmy became a second father figure to me when I took over for my dad,” Fred Noe said. “His friendship and love for the bourbon industry have shaped who I am today.”
In Kentucky, where 95% of the world’s bourbon is produced, master distillers are celebrated like celebrities. Eric Gregory, president of the Kentucky Distillers’ Association, stated, “If there were a Mount Rushmore of Kentucky bourbon, Jimmy Russell would certainly be on it.” He added, “When you consider the names of him and his contemporaries, they are some of the most respected and beloved figures in the history of Kentucky bourbon. They laid the groundwork for the success of Kentucky bourbon today.”
Watching his son and grandson carry on the family tradition fills Russell with pride. “That’s what makes me proud—to see how well they’re doing,” he said. “Eddie is recognized everywhere now, and Bruce is on that path too.”
His wife, Joretta, now 93, has stood by him throughout this journey. Eddie attributes his father’s enduring career to her support. “She ensured that work didn’t intrude on our family life, helping him to unwind,” he explained.
“At the distillery, Jimmy and Dad are the top distillers. But at home, Granny’s in charge,” Bruce joked.
One question fans frequently ask is how Jimmy prefers his bourbon. He enjoys it neat—without ice or a splash of water—believing it’s meant to be savored. “Bourbon isn’t something to be consumed quickly,” he advised. “You should enjoy its flavor and aroma. You drink bourbon when you’re happy or when you’re feeling low.”
And his sense of humor remains intact. When asked to name his favorite bourbon, he humorously replied, “One of each!”
