In celebration of the 150th anniversary of the Jack Daniel Distillery, the oldest registered distillery in the U.S., Brown-Forman is launching the Jack Daniel’s Barrel Hunt, a global scavenger hunt that will unite connoisseurs and whiskey fans across the world.
Jack Daniel’s will provide clues via its Facebook page to hidden whiskey barrels around the world and give fans the opportunity to find and own unique, specially designed prizes to commemorate the distillery’s 150th anniversary. The promotion will officially kick off on July 1st in Lynchburg, Tennessee and run throughout the summer and early fall. In Global Travel Retail, Brown-Forman will bring this promotion to life by hiding special barrels in various airports around the globe.
“Brown-Forman Global Travel Retail (GTR) is very excited to be participating in this global adventure to celebrate the 150th anniversary of the Jack Daniel’s Distillery. Our Travel Retail partners at airports around the world have embraced the Jack Daniel’s barrel scavenger hunt and promise to make it fun and exciting for international travelers,” said Eric Helms, Marketing Director, Brown-Forman’s Global Travel Retail. Working with key retailers and airports, these special barrels will be hidden in various airports around the world. The participating airports include Amsterdam, Frankfurt, Heathrow, Milan, Paris, Singapore, Los Angeles and Sydney.
Commenting on the global popularity of Jack Daniel’s at this important milestone Master Distiller Jeff Arnett said, “As the world continues to change, Jack Daniel’s operates by the same timeless values it has upheld for a century and a half. Part of what makes this whiskey so unique is our commitment to living by Mr. Jack’s lasting motto: ‘Every day we make it, we’ll make it the best we can.’ This is a tradition that has lasted 150 years, and this commitment will continue to live on in every crafted barrel and each drop of our whiskey.”
Jack Daniel’s is the top-selling whiskey in the world and is available in more than 170 countries. Jack Daniel’s products available in GTR include Jack Daniel’s Old No 7, Jack Daniel’s Sinatra Century, Jack Daniel’s Sinatra Select, Jack Daniel’s No. 27 Gold, Jack Daniel’s Silver Select, Gentleman Jack and Jack Daniel’s Tennessee Honey and Jack Daniel’s Tennessee Fire.
From July through September, 150 handcrafted whiskey barrels will be hidden in various regions across the globe at airports and historic and cultural sites, with clues on Jack Daniel’s Facebook page to help guide fans to the secret location. Clues will be tied to the history of each region will be provided on the day of the each Barrel Hunt and will continue until the barrel is located and opened with a given password. Updates and results will be shared as barrels are located and prizes are claimed in each region.
Each hidden barrel in the scavenger hunt was handcrafted for the Distillery and used to age Jack Daniel’s Tennessee Whiskey before being specially fabricated for the Barrel Hunt with locking mechanisms and shelves to house prizes, including a grand prize of an original Jack Daniel’s bar kit made with wood from the barrels. Barrel Hunt winners will also receive the authentic Jack Daniel’s barrel they found along with unique prizes tailored to each region and celebrate Jack Daniel’s history and legacy. Each region will also hold special celebrations following the Barrel Hunt including concerts, giveaways and other events.
For more information on the Jack Daniel’s Barrel Hunt, official rules and regulations, and details on locations and dates, visit http://www.jackdanielsbarrelhunt.com
