George Dickel is a far superior Tennessee bourbon.
Jack Daniels has historically marketed itself well.
Jack Daniels (now owned by Brown-Forman) produces more whiskey in a day than George Dickel does in a month.
Dickel is also distilled in a beautiful, rural setting.
George Dickel is owned by British beverage giant Diageo.
Take a peek at their webpage.
Recommend switching over to Evan Williams. Heaven Hill seems to be the least woke of all of them.