Dickel has been making amazing whisky in Tullahoma, TN since 1870. For those who know, the brand is an absolute icon. In certain circles it even has a cult following. However, Diageo had no idea what to do with Dickel…so they asked QCM to take a crack at it. Since Dickel is a heritage brand, we did what we always do…went straight to the archives. What immediately grabbed us was that Country star, Merle Haggard, was Dickel’s spokesman back in the 70s. Merle Haggard founded the genre of OUTLAW COUNTRY with his pals Johnny Cash and Willie Nelson. We then built an entire brand world around vibes and ethos of OUTLAW COUNTRY. QCM was instrumental in every aspect of this brand exciting overhaul.
George Dickel Whisky
