As the great-grandson of one of the lead founders of George Dickel Whisky, and author of the first complete history of the George Dickel company, Clay is uniquely positioned to offer rare inside insight into at the untold origin story, unique business operations, and (infamous) influence of the company on Nashville’s politics and economy for more than four decades.
The story of George Dickel Whisky usually centers around Dickel himself; only a few know that his friend and business partner V.E. “Manny” Shwab was behind the success of the brand (including its famous marketing slogan “mellowed by moonlight”) and in fact owned two-thirds of the distillery that he and Dickel founded together. Manny’s great-grandson Clay reveals the untold story of how George Dickel Whisky became a globally renowned brand in his new book Manny Shwab and the George Dickel Company: Whisky, Power, and Politics During Nashville’s Gilded Age (April 23, 2024, McFarland).
