It might sound hyperbolic to throw across the phrase “dwelling legend,” however on this planet of Kentucky bourbon whiskey, there’s no different strategy to describe Jimmy Russell. 

In his 70 years at Wild Turkey, the world’s longest-tenured grasp distiller has seen all of it. From the class’s lowest level within the Nineteen Eighties via the present bourbon increase, Jimmy has been a steadying presence for the distillery and, extra importantly, the bourbon group as an entire.

“Jimmy Russell is without doubt one of the most treasured and cherished folks within the trade. He’s the grasp distiller’s grasp distiller,” says Kentucky Distillers’ Affiliation president Eric Gregory. “Not solely has he been seemed as much as for generations due to his character, but in addition his accomplishments in making completely constant premium Kentucky bourbon whiskey the proper method, his method, for 70 years. Generations of bourbon makers owe their careers to Jimmy, and now we have a lot to thank him for. Each minute spent with him is cherished, and he’s simply one among a sort. There’ll by no means be one other Jimmy Russell.”

It takes a uniquely decided character to work for a similar firm for 70 years. What was it about Jimmy Russell, a self-described nation boy from Anderson County, that helped him develop into one of many trade’s most revered figures? 

The early days

Jimmy Russell’s first day on the job was September 10, 1954. However Jimmy wasn’t the primary member of the household to work on the distillery. That honor belongs to his spouse Joretta, who labored there as a secretary shortly after graduating highschool. After they married, Jimmy wanted a full-time job and Joretta inspired him to work along with her.

He was taught the way to make bourbon by Invoice Hughes, an old-school distiller who discovered the craft earlier than Prohibition. Hughes took a liking to Jimmy and commenced exhibiting him the ropes and getting ready him for the function of grasp distiller. 

After Hughes handed away in 1967, Jimmy Russell turned grasp distiller and was tasked with steering the ship via one of many roughest patches within the historical past of Kentucky bourbon. Within the Nineteen Seventies and ’80s, bourbon gross sales tanked as the recognition of clear spirits like vodka skyrocketed. Many bourbon distilleries closed as demand for the spirit cratered.

“Again after they weren’t making any cash, he needed to put on a number of hats,” says David Jennings, writer of American Spirit, the definitive historical past of Wild Turkey. “They only could not afford to rent a bunch of individuals or do all this stuff. So, he is perhaps the union coordinator, the bookkeeper, or the pinnacle of upkeep, or no matter.”

Jimmy famously wore a swimsuit and tie to work day by day, even when he was doing the soiled work of rolling and dumping barrels. “He was simply one of many guys,” says Jimmy’s son and grasp distiller Eddie Russell, who started working on the distillery in 1981. “Yeah, he was in cost, the one that would rent your brother, your cousin, or your nephew, however he was [also] simply a part of the group.” 

His lack of pretense prolonged to everybody within the bourbon group. He was shut mates with contemporaries like Booker Noe of Jim Beam, Lincoln Henderson at Brown-Forman, Parker Beam of Heaven Hill, and Elmer T. Lee of Historic Age (now Buffalo Hint).

“They had been simply so close-knit as a result of it was a small fraternity, and so they needed to save lots of this trade, in order that they turned nice mates,” says Eddie. 

The distillers would repeatedly spend time collectively, and share one another’s bourbon. They’d assist one another with mechanical points, and so they’d usually journey collectively to advertise their whiskey.

The distillery modified homeowners a number of occasions via his tenure, however Jimmy’s means to work properly with the company aspect of the enterprise and the rank-and-file distillery staff helped him to keep up his function through the years.

Jimmy’s bourbon philosophy

A typical saying across the distillery is “Don’t inform Jimmy.” Unsurprisingly, Jimmy could be very opinionated on what bourbon needs to be and people opinions nonetheless carry a variety of weight. He’s been recognized to say “Do it proper, or don’t do it in any respect.” And he’ll let you recognize if he doesn’t suppose you’re doing it proper.

“We don’t actually like to inform Jimmy what we’re engaged on till it’s completed,” says Jimmy’s grandson and affiliate blender Bruce Russell. “It’s been a profit to his craft through the years that he’s so cussed, however he’s a perfectionist.”

His hard-headedness might have saved the distillery. 

Whereas different distilleries in Kentucky had been closing down or chasing traits like producing mild whiskey, Jimmy insisted that the distillery proceed to provide its trademark bourbon, Wild Turkey 101.

“I at all times thought that if one thing is true, you retain doing it that method. I don’t consider in change for the sake of change, even in spite of everything these years,” says Jimmy. “Again after I began, Invoice Hughes taught me the way to make bourbon the proper method – the way in which he’d been making it since earlier than Prohibition – and that’s what we’ve been doing for the final 70 years.”

Wild Turkey 101 and its high-proof counterpart, Uncommon Breed, are glorious examples of how Jimmy believes bourbon ought to style. They’re daring, but candy on the nostril with a noticeable burst of baking spice and pepper on the mid palate.

To have fun Jimmy’s seventieth Anniversary, Wild Turkey is planning a celebration on the distillery for Jimmy and all the union staff. For the general public, the distillery is releasing a particular bottle of Wild Turkey: Jimmy Russell’s seventieth Anniversary 8-Yr-Outdated Bourbon. 

“It was actually about going again to his roots, so we actually seemed to attempt to match what Wild Turkey was about again within the ’50s and ’60s and ’70s,” says Eddie. 

This 101-proof bourbon is modeled after Jimmy’s superb whiskey — proofy, punchy, and stuffed with spice — and brings again the 8-year age assertion that Wild Turkey 101 had again within the Nineteen Eighties. 

“The product that [Jimmy] sort of made his title on within the trade was the unique 101 that was produced when he began,” says Bruce. “I shared a pattern [of the new 8-year] with him and he stated it is not half unhealthy. And for Jimmy, that is about as excited as you are going to hear him get about some whiskey.”

Spreading his wings

Within the Nineteen Eighties, Jimmy went on the street to advertise Wild Turkey. He usually stopped at small liquor shops all through the U.S., the place he shared his whiskey, signed bottles, and talked to clients for hours about Kentucky bourbon.

“When Jimmy traveled, he promoted bourbon,” says Eddie. “He would let you know, Wild Turkey is what I make, and I believe it is one of the best. However he would speak about his mates and [say] all Kentucky bourbon is sweet, just a few higher than others.”

Jimmy’s real character coupled together with his dedication to Kentucky bourbon made him the proper ambassador for the class. Finally, international demand for Wild Turkey began taking Jimmy to Japan, Australia, and ultimately everywhere in the world. 

The influence of those travels was huge for Wild Turkey and all the whiskey trade. As a substitute of monitoring fermentation, or manning the nonetheless, Jimmy turned the relatable face of the distillery. In every single place Jimmy went, he made an impression and transformed extra Kentucky bourbon lovers alongside the way in which. 

“When dad and I went to Japan final fall, we’d stroll into these bars, and there’d be an image on the wall of the man that owned the bar with Jimmy or Booker from ’83 or ’86,” says Bruce. “It simply actually blew my thoughts to see how a lot these outdated grasp distillers like Booker and Jimmy actually imply to all completely different varieties of individuals.”

His work in selling bourbon globally is commonly pointed to by lovers and whiskey historians as Jimmy Russell’s largest contribution to the bourbon trade. 

“He, together with Booker, Parker, and the others, saved bourbon alive at a time when it wasn’t actually something that anyone needed,” says Jennings. “He is devoted his complete grownup life to bourbon, not simply Wild Turkey.”

Jimmy’s legacy

Though his days of rolling barrels whereas carrying a swimsuit have lengthy handed, Jimmy continues to be a daily fixture on the distillery. He can often be discovered holding courtroom on the newly renovated Wild Turkey customer’s middle doing what he likes to do: speaking to the distillery’s followers, signing bottles, telling tales, and teasing followers of rival faculty basketball groups.

In case you get to speaking with him and have the prospect to ask him what he’s most pleased with in his profession, Jimmy at all times brings it again to his household. “Inducting my son Eddie into the Bourbon Corridor of Fame was a particular second for me, and now watching my grandson Bruce tackle extra accountability and make his mark within the trade has been fantastic to witness,” he says.

Wild Turkey has develop into one thing of a household enterprise. Eddie and Bruce are dealing with issues on the distilling aspect, and Jimmy’s granddaughter, JoAnn Avenue, is at the moment working as a nationwide model ambassador. 

“I’m proud to work with my son Eddie, grandson Bruce, and granddaughter JoAnn, and I do know they’ll proceed to develop the Wild Turkey legacy for a few years to return,” he says. “It’s very particular to get to return to work with them day by day.”

With Jimmy Russell’s steering, the way forward for the distillery is in good palms. Is Jimmy able to calm down and let the subsequent generations take the reins? When requested in the event that they thought Jimmy would possibly ever resolve to retire, Eddie and Bruce each responded with an emphatic “No.” 

“I’ve at all times stated that I’ve by no means labored a day in my life. So the day that it begins to really feel like work, I am going to retire,” says Jimmy. “However I don’t see that taking place any time quickly.”