[citation needed] After Prohibition, the Ripy family (Thomas had died in 1902) rebuilt the distillery and began to again produce bourbon.

[3] For the next three decades, Austin Nichols remained a non-distiller producer—bottling bourbon purchased on the open market under the Wild Turkey brand.

[12][13] Wild Turkey uses a mash consisting of a relatively lower percentage of corn than most bourbons and attempts are made to counteract the alkaline environment of the company's limestone-rich water.

Additionally, the raw whiskey is distilled to about 55% alcohol by volume, much lower than the legally allowed maximum to be considered bourbon.

[16] In 2011, an advertisement video called "Give 'em the Bird" was featured on the product's web site, Facebook page, and YouTube page that prominently included a middle finger gesture and referred to other (non-existing) advertising videos featuring a nun and an adult blow-up doll.

[17] In August 2011, the review board of the Distilled Spirits Council of the United States (DISCUS), of which Campari USA is a member,[18] ruled that the advertisement violated the council's code of ethical practices and said that "the gesture is indecent and the advertisement fails to meet contemporary standards of good taste".

[17] Since then, the company has continued to use the "Give 'em the Bird" slogan and middle finger gesturing in additional advertising and promotional activities.

[22][23] In 2016, Matthew McConaughey was hired as creative director and celebrity spokesman for Wild Turkey's latest campaign, to bring in more women and international customers.