George Dickel distillery in Tullahoma, Tennessee, which closed four years ago, has been given a new lease of life from Diageo. The distillery shut its doors in 1999 after an ambitious attempt to compete with its giant neighbour 12 miles down the road in Lynchburg – Jack Daniels.
However, the 126 year-old Dickel brand has always been a local favourite and even after the distillery closed, sales held steady. New plans are set to focus on this niche market while reaching out to new drinkers.
More than 300 people came to the opening ceremony this autumn, which included a performance by popular country music star
Diageo is considering offering tours of the distillery and re-opening an old-fashioned store at the site as future possibilities.
There’s also talk of a ‘whiskey trail’ between Tullahoma and Lynchburg similar to the ‘bourbon trail’ in neighbouring Kentucky.