TULLAHOMA, Tenn., March 5, 2018 /PRNewswire/ -- When Nicole
Austin was hand selected by distilling icon Dave Pickerell to be the first employee for his
spirits consulting firm in 2012, the spirits industry took note of
her fresh thinking and strategic vision. When The
New York Times dubbed her
"Bourbon's Master of the Craft" in 2014, the industry applauded her
distilling expertise. When the rye whiskey she helped create
won Double Gold at the 2015 San Francisco Spirits Competition, they
celebrated her creativity and innovation. And, this week,
when she was named General Manager and Distiller for the newly
formed Cascade Hollow Distilling Co., Austin knew she'd found a home in
Tennessee.
What was formerly known as the George Dickel Distillery will now
be called Cascade Hollow Distilling Co. – the home of George Dickel
Tennessee Whisky and future innovation spirits. George
Dickel's "Handmade the Hard Way" approach to making whisky will
remain the same and Austin will be
charged with overseeing the brand's 148-year legacy of making
Tennessee's smoothest, award
winning craft whisky. As General Manager of Cascade Hollow
Distilling Co., she will establish the vision of what this new
company can be and ignite commercial and innovation strategies for
the flagship George Dickel brand, future innovation spirits and the
distillery.
"There are so many reasons why I know this position will be a
great fit for me – from the jaw dropping beauty of Cascade Hollow
to the incredible history of George Dickel," said Austin.
"But, ultimately, it is the freedom to make Cascade Hollow
Distilling Co. my home that made up my mind. As a distiller,
strategist and mentor, I've worn a lot of hats in my career which
have prepared me for this moment. Now, it's time for me to
draw from those experiences and build a business that creates a
fundamental step change in how people think about Tennessee
Whisky. I'm proud to be here and ready to get to work."
"Nicole is absolutely perfect to lead Cascade Hollow Distilling
Co. because she brings so much to the table," said Sophie Kelly, SVP of North American Whisk(e)y
for Diageo. "Not only is she an established chemical engineer
and distiller, she has a real business mind, an entrepreneurial
spirit and a true vision for the future of the company, its brands
and the category. Most importantly, she has all the energy,
passion and tenacity to make it real. George Dickel is a
hidden gem in our whisk(e)y portfolio and we're confident Nicole
will take it to the next level as she transforms Cascade Hollow
Distilling Co. into something truly special."
Austin graduated from
Manhattan College with a major in
Chemical Engineering in 2006, before landing her position as a
Master Blender for Kings County Distillery in 2010. She then
joined The Oak View Spirits consulting firm where she handled
everything from raw material sourcing to contract
negotiations. Most recently, Nicole served
as Project Commissioning Engineer for William Grant & Sons at the Tullamore
Distillery in Ireland. She's also been a fierce advocate for
the distilling industry as a founding board member of the American
Craft Spirits Association and co-chair of Legislative, Convention
and State Guild Committees.
About George Dickel Tennessee Whisky
Since George A. Dickel bottled
his first batch of whisky in 1870 using the fine water from Cascade
Springs, adult consumers have been drawn to this Tennessee whisky. Handmade the Hard Way™, all
whiskies produced at the George Dickel distillery in Tullahoma, Tenn. are hand crafted with an
actual human being present at every step of the process. This
personal touch continues to be the backbone of the brand and every
bit as important as the rye, corn and barley that make up its
Tennessee whiskies. For more
information, please visit www.GeorgeDickel.com and always remember
to drink responsibly.
About Diageo
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and
the London Stock Exchange (DGE) and our products are sold in more
than 180 countries around the world. For more information about
Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice.
Follow us on Twitter for news and information about Diageo North
America: @Diageo_NA.
Celebrating life, every day, everywhere.
Media Contacts
Allison Fleischer
DIAGEO
Allison.fleischer@diageo.com
803-984-6434
Joe Clarkson
Taylor Strategy
jclarkson@taylorstrategy.com
704-644-6912
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SOURCE Diageo