THE CHALLENGE

George Dickel Tennessee Whisky was lagging behind in sales, especially when compared to the larger Diageo portfolio. A large part of this was due to flavor innovations in the whisky category, and in order to compete with the current market, George Dickel needed to find a way to insert themselves in the game and still maintain an aura of authenticity.

THE LAUNCH

For over a century, the legacy of two Southern brands, George Dickel and McIlhenny Company’s TABASCO® Brand Pepper Sauce, have left their mark on the world and their distinct tastes in the memories of people everywhere. These two iconic brands have come together in one bottle to create George Dickel Tabasco Brand Barrel Finish, or Hot Dickel for short.

The intention was to market the new whisky not only to our core consumer, but to create a shot ritual that would intrigue and capture the attention of a new, younger audience. The strategy behind the messaging was to appeal to both groups by combining playful southern language with rustic imagery. We also established a look and feel that felt appropriate for both Tabasco and George Dickel.

THE ACTIVATION

In order to maximize our reach and encourage trial - we created promotional materials such as double sided posters/case cards with alternate messaging. In addition to creating paper pieces for in-store retail environments, we also offered branded counter-units to be merchandised near the register to allow consumers to try a small sample before buying.

We also focused on the in-bar experience by providing restaurants/bars with permanent tin signage as well as T-Shirts for brand ambassadors to be used at sampling events.