Dusting off the Dickel

Diageo relaunched Tennessee whisky George Dickel in 2016. Their goal: connect with Nashville culture and make the distillery a weekend destination. This pivot needed to pay homage to the brand’s roots—without reminding your pops about the price increase.

As the lead copywriter for Diageo’s North American Whiskey Futures portfolio, I developed the Dickel voice and played a strong hand in its creative content strategy on digital channels—all while differentiating it from four other bourbon and whiskey brands.

I led real-time social coverage of the brand’s first-ever season of Porch Sessions. Despite the distillery’s “rustic” internet, we livestreamed concerts on Facebook—a new feature at the time. The now hit concert series received steady coverage from country music outlets like Taste of Country.