Diageo’s George Dickel and Social Hour’s Harvest Whiskey Sour RTD – Product Launch

• Category – RTD, Bourbon-based, 20% abv
• Available – From this month
• Location – The US, available nationwide online and in New York through selected off-premise outlets
• Price – SRP of US$28 per 25cl can four-pack

Diageo has teamed up with US-based canned cocktail start-up Social Hour for a canned premix cocktail from its George Dickel Bourbon brand in the US.

Harvest Whiskey Sour comprises a blend of George Dickel’s 13-Year-Old Tennessee whisky with apple, lemon and cinnamon flavours. The 25cl iteration contains three servings, according to the brand owner.

George Dickel is produced at Diageo’s Cascade Hollow distillery in Tullahoma, Tennessee.

“As the prepared cocktail market continues to reach new heights, we couldn’t be more excited to … release something that’s a first for us,” said Cascade Hollow GM Nicole Austin. “The whisky we chose for this pairing brings a level of maturity people typically don’t see in prepared cocktail offerings.”

Earlier this year, Diageo rolled out a George Dickel Bourbon to mark ‘National Bourbon Day’ in the US.

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