The water of Cascade Hollow is the natural component of George Dickel’s signature Tennessee whiskey, but Austin is the driving force to make the coveted spirit extraordinary.
While spirit drinkers may love to debate the intricacies of whiskies, everyone can agree on the importance of craftsmanship. Understanding blending, aging, and environmental influences is just a few of the many components that turn liquid into a stunning spirit worthy of numerous accolades.
Nicole Austin is the Director, American Whiskey Liquid Development and Capabilities at George Dickel. While whiskey drinkers will know her many accolades as the driving force behind this brand, her approach to her craft is more than accumulating gold medals. Pushing herself and the industry forward is as vital as creating the next coveted release.
Recently, I had the opportunity to chat with Austin in Nashville, Tennessee. After a four-course Dickel pairing dinner, we spoke about women in whiskey, spirits trends, and where she hopes the spirit industry is heading.
Whiskey Is A Woman’s World
As seen in recent years, whiskey is a woman’s world. Many of the popular brands have women in the head distiller role. While this change might not be immediately evident to some drinkers, it is important for the industry’s evolution. It is more than a new perspective. That seat at the table is vital to appealing to a wider audience.
When asked about her feelings about women in whiskey, Austin recognized those women who came before her. It is more than just visibility. It was about instilling a sense of confidence and understanding what is possible.
As Austin explained, “it is one thing that women are invited into the space, and it is another to walk in visibly as a woman. I feel that it has reached a real critical mass where you see women not only being present but leading, dominating, and owning this conversation.” The importance of this conversation pushes aside any of her awkwardness.
Nicole Austin Adapts to This Beverage Trend
While the whiskey market evolves with limited releases, specialty finishes, and unique blends, the changes in consumer consumption impact the industry. Across demographics, people’s drinking habits are all-inclusive. Spirits and non-alcoholic options share space behind the bar.
When asked about how Dickel, its spirits and cocktails fit into the current atmosphere, Austin was quite clear. She said, “I see the big macro trend is this idea of quality over quantity. Instead of multiple drinks over a night, you’re going to have just one. You are going to choose very thoughtfully, you are going to invest in it, and you are going to savor it.”
“For me, I love this trend. In the niche of whiskey that I’m in, it is great for me. I want people to be more thoughtful and considerate about the whiskey that they are drinking.”
“If you are going to have a Manhattan, why not have a 13-year Bottled in Bond Manhattan. If you are going to spend $40 on the cocktail, it should taste the way that it did during Prohibition. You are going to want to learn about it, and you are going to savor every sip. Those drinkers are my people.”
Looking at many of Dickel’s special releases, Austin and her creations appeal to these drinkers. While other brands might fear these changes, she embraces it. This approach is another reason why Dickel has solidified its niche.
Austin Shares Her Whiskey Trend Predictions
Across the beverage industry, predicting trends is more a clear vision from a crystal ball. Distillers look at the current moment and look at the past. Even though there can be an unforeseen tremendous shift, the reality is that the past, present and future are forever tied.
When asked for her thoughts on where whiskey flavors and trends may be going, Austin has a clear thought. She said, “I think that it will be more balanced.”
“There was a time period where whiskey trends were the biggest, baddest, and boldest. It was the highest ABV. I see those pendulums swinging back towards balance and complexity. It is good for me because that is the type of whiskey that I make.”
While this concept is her prediction, Austin admits it is just a thought. As she said, “the hard thing about whiskey is you’re always trying to predict like 10 years from now.”
Although Nicole Austin might not be clairvoyant, she has prepared George Dickel for the next 10 years and beyond. Through her craft, creativity, and determination, she has earned her seat at the table and is helping the next generation pull up a chair.
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