By Sacha Delfosse – editor bars&clubs
Diageo Australia has announced the launch of Tennessee whiskey brand, George Dickel, into the local market in response to the growing demand for premium American whiskey.
Both George Dickel No.8 and George Dickel No.12 will be available to the on-premise as of November 1, while George Dickel No.8 will also be available in the off-premise.
"There is a huge appetite for premium American whiskies locally, and we're thrilled to be able to cater for this trend with an amazing whiskey and the ultimate example of craftsmanship, George Dickel Tennessee Whisky," said Diageo Australia marketing manager – whiskey, Andrew Morley.
"Positioned as the perfect trade-up opportunity within the category, we've already received positive feedback from bartenders, and are looking forward to seeing the response from both consumers and customers alike."