George Dickel Rolls Out A New RyeOctober 12, 2012
Diageo is extending its George Dickel Tennessee whisky with a new rye variant. Shipping nationwide the end of November, George Dickel Rye will sell for $24.99 a 750-ml. The newcomer is a straight rye whisky matured in new charred oak barrels for at least five years. It’s 90-proof and consists of a mash bill of 95% rye and 5% malted barley.
George Dickel Rye joins George Dickel No. 8, No. 12 and Barrel Select in the brand’s lineup. Rye whisky, boosted by its frequent use in classic cocktails, has been rising at above 20% annually in the U.S. market. Dickel, which slipped 3.6% to 135,000 cases in the U.S. last year, is a member of Diageo NA’s Catalyst Brands unit, led by Stephen Rust.