Marketing Blunder Responsible For Dickel Shortfall
The Miami Herald/AP, Monday, December 17, 2007 11:45 AM
George Dickel Whisky has taken out ads in several newspapers to apologize for a shortage of its No 8 brand, blaming the situation on "an incredible surge in demand." But it's been known for years that a shortfall of the Tennessee sippin' whiskey was coming because parent company Diageo decided to shut down the distillery from 1999 to 2003 to reduce a huge inventory backlog.
Read the whole story at The Miami Herald/AP »
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.
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