Diageo’s George Dickel Rye released this month

Diageo is set to roll out a new rye whiskey under its George Dickel Tennessee whiskey brand this month, ahead of a similar product from rival Jack Daniel’s.

George Dickel Rye is made from a 95% rye mash that, similar to the other whiskeys in its range, is chilled and charcoal filtered before bottling.

The release of the brand’s entry into the rye whiskey market precedes that of its similar and more recognised rival Tennessee whiskey Jack Daniel’s.

The latter brand owned by Bacardi Brown-Forman recently announced the December release of its own unaged rye whiskey, whilst hinting at plans to release an aged expression next year.

George Dickel Rye has an abv of 45% and will be available across the US by the end of November with an RRP of $24.99.