Marketing Blunder Responsible For Dickel Shortfall
A previous marketing plan ramped up production during a failed attempt to challenge Jack Daniel Distillery for Tennessee whiskey supremacy. There was such a Dickel surplus that some bottles on the shelves were more than 10 years old. The company decided to shut down the distillery until sales diminished the inventory. Since whiskey must age, it's too early for a new batch.
The company has always spelled its product "whisky"--without the standard "e"--because its founder felt his blend had more in common with the finest smooth Scotch whiskies than the more rough-hewn American spirits.