George Dickel Taps Emmy Award Winning Original Productions Team To "Raise The Bar" With New Original Series

Tue Mar 5, 2013 11:19am EST

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Series Celebrating Real American Craftsmanship to Debut on Hulu and Hulu Plus
TULLAHOMA, Tenn.,  March 5, 2013  /PRNewswire/ -- From "Deadliest Catch" and
"Ice Road Truckers" to "Storage Wars" and beyond, acclaimed reality television
producer  Thom Beers  is known for shedding an entertaining light on some of
America's toughest jobs.  Now, Beers and his team at Original Productions have
partnered with  Tennessee  whisky brand, George Dickel on his next project
titled "Raising the Bar."  The original reality series offers an introspective
look at expert craftsmen as they tackle the challenge of building complete,
hand-made bars capable of pouring a shot of George Dickel in eight hours or
less.

Set to debut today,  March 5, via online video service Hulu, "Raising the Bar"
was shot by Original Productions in  Kansas City, Mo.  during the 2012 American
Royal World Series of BBQ.  The series follows six teams of real-life craftsmen
as they construct unique bars by hand.  The pieces created range from a metallic
design welded using thousands of washers, to an automotive bar crafted from the
front end of a classic convertible car.  

George Dickel collaborated with Beers based largely on his passion for
celebrating American craftsmanship showcased in his popular series' "Monster
Garage," "Biker Build-Off" and "Monster House."  "Raising the Bar" also gives
George Dickel another platform to encourage adult consumers to drink responsibly
- whether they are enjoying cocktails at home or sipping whisky after a day of
bar building.   

"Just like the creations of these inspiring teams of builders, our whiskies from
Cascade Hollow are Handmade the Hard Way, with 25 employees who personally
oversee every step of the distillation process," said  John Lunn, George Dickel
Master Distiller.  "'Raising the Bar' is an authentic way for us to celebrate
the beauty of American craftsmanship."  

The Original Productions crew produced six, twelve-minute episodes featuring 18
master craftsmen from the greater  Kansas City  area.  All builders were
selected for their various skills including woodwork, welding and robotics.  The
series is hosted by Diageo Master of Whisky,  Gerry Graham  and former
professional baseball pitcher and current national radio host,  Rob Dibble.    

"Both brands pursue the same goals and standards of excellence in our respected
crafts," said Beers, Original Productions (OP) Chairman.  "Like Original
Productions, George Dickel is a unique American brand with a team dedicated to
developing a hand-crafted and distinctive product. The parallels are
remarkable."

"Combining Original Production's DNA and the strength of the George Dickel brand
was a perfect way for us to launch our first digital series," said  Gayle Gilman
 Senior Vice President Original Productions Entertainment Network.

In addition to filming "Raising the Bar," George Dickel showcased a number of
variants from their portfolio during The World Series of BBQ including George
Dickel No. 8, George Dickel No. 12 and George Dickel Barrel Select.  The brand
also just released its newest offering,  George Dickel Rye, in November.  

For more information about George Dickel Tennessee Whisky and "Raising the Bar,"
please visit the Facebook page at Facebook.com/GeorgeDickel.   

About George Dickel

Since  George A. Dickel  bottled his first batch of whisky in 1870 using the
pure water from Cascade Springs, adult consumers have been drawn to this 
Tennessee  whisky.  Handmade the hard way, all whiskies produced at the Cascade
Hollow 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 (Dee-AH-Gee-O) is the world's leading premium drinks business with an
outstanding collection of beverage alcohol brands across spirits, beer and wine.
These brands include  Johnnie Walker, Crown Royal, JεB,  Windsor,  Buchanan's
and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain
Morgan,  Jose Cuervo, Tanqueray, Guinness,  Beaulieu Vineyard  and Sterling
Vineyards Wines.

Diageo is a global company, with its products sold in more than 180 countries
around the world. The company is listed on both the New York Stock Exchange
(NYSE: DEO) and the London Stock Exchange (DGE). For more information about
Diageo, its people, brands, and performance, visit us at Diageo.com. For our
global resource that promotes responsible drinking through the sharing of best
practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

About Original Productions, a FremantleMedia Company  

"Raising the Bar" is produced by Original Productions:  Thom Beers,  Philip D.
Segal  and  

Jeff Conroy, executive producers.  Gayle Gilman  co-executive producer. The OP
team has produced nearly 2,000 hours of authentic non-fiction programming
featuring everyday heroes in extraordinary situations in more than 180 countries
worldwide. The brand features steadfast focus on top-notch storytelling with
engaging personalities including OP's hit franchise  Storage Wars on A&E, Ax Men
on History, Deadliest Catch and Bering Sea Gold for Discovery and Whisker Wars
on IFC.  www.originalproductions.com  www.fremantlemedia.com

Media Contacts:

Zack Nobinger, Taylor
(704) 644-6927
znobinger@taylorstrategy.com

Mike DaRe, Diageo
(646) 223-2016
Mike.dare@diageo.com

Elizabeth Vendely/Maggie Nye, Original Productions
(818) 783-3707
elizabeth@vendely.com;  maggie@vendely.com

SOURCE  Diageo

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