George Dickel, the "other" Tennessee whiskey, is located outside of Tullahoma, TN in an area called Cascade Hollow. The Distillery has many nostalgic things to offer visitors once they arrive. The challenge here is to not necessarily sell the product, but promote the distillery from a tourism standpoint. George Dickel is about 25 miles from Jack Daniel's Distillery, working for Sullivan Branding concepts and layouts were developed targeting tour operators, hotel concierges and regional event planners. The message is "Meet you in Cascade Hollow." This carries the down-home flavor of the brand as well as extends an invitation to its audience.
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