It’s easy to forget, from the vantage point of 2023, just how unexciting a a brand George Dickel was back in 2018, before Nicole Austin took the reins as general manager and distiller. It was always a good whisky — in fact, whiskey expert/writer/celeb Fred Minnick called Dickel “the nation’s most underrated distillery” a few years ago. But it was generally regarded as the “other” Tennessee whisky, after the ubiquitous Jack Daniel’s, and its parent company, Diageo, could never figure out how to market it effectively. As far as new and noteworthy bottlings… well, the expression that was slated to debut when Austin came aboard was a Tabasco
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