In the latest WTF is happening in the spirits industry?, George Dickel Tennessee Whisky has debuted George Dickel Tabasco Brand Barrel Finish.
Launching this month, the Tabasco-finished Tennessee whiskey is a collaboration between Diageo’s Cascade Hollow Distilling Co., which produces George Dickel Tennessee Whisky, and McIlhenny Company’s Tabasco Brand Pepper Sauce. The whiskey is finished in barrels that were previously used to age tabasco peppers. Furthermore, Tabasco sauce is distilled to create an “essence” that’s blended with the whiskey. The result? “A deliciously spicy shot,” according to a press release.
The brands recommend enjoying the tipple as a shot with celery salt on the rim, or in tandem with pickle juice or an ice chaser.
“Whether enjoyed at your local barbeque spot or backyard party, a shot of Hot Dickel provides a peppery kick, but goes down with a smooth finish,” said the press release.
Seriously? “A shot of Hot Dickel?” We love whiskey, and we love hot sauce, but we’d also love a better name for this product…Particularly considering a woman is making it. What does Nicole Austin, the recently appointed general manager and distiller at Cascade Hollow think about this?
According to a blog post by Fred Minnick, she’s not thrilled. “I think it’s important to share that [Diageo’s two new products, Tabasco Barrel Finish and Cascade Blonde American Whiskey] are not 100 percent in line with my vision for Cascade Hollow Distilling Co.,” she wrote in a letter. “I have some ideas about how we can evolve them and will make a commitment to you and the consumers to let you know those changes I implement.”
We’re genuinely looking forward to it.