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

Series Celebrating Real American Craftsmanship to Debut on Hulu and Hulu Plus

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Mar 05, 2013, 11:19 ET

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
[email protected]

Mike DaRe, Diageo
(646) 223-2016
[email protected]

Elizabeth Vendely/Maggie Nye, Original Productions
(818) 783-3707
[email protected]; [email protected]

SOURCE Diageo