Brown-Forman Global Travel Retail is launching the Jack Daniel’s Barrel Hunt, a worldwide treasure hunt designed to mark the distillery’s 150th anniversary.
The promotion will start in Lynchburg, Tennessee on 1 July and run through September. 150 handcrafted whiskey barrels will be hidden in various regions across the globe, at airports and historic and cultural sites. Clues to the location of the barrels will be provided on Jack Daniel’s Facebook page.
Participating airports include Amsterdam, Frankfurt, Heathrow, Milan, Paris, Singapore, Los Angeles and Sydney.
Brown-Forman Global Travel Retail Marketing Director Eric Helms said: “Brown-Forman Global Travel Retail 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 travellers.”
Jack Daniel’s Master Distiller Jeff Arnett commented: “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.”
Each barrel placed in the scavenger hunt was handcrafted and used to age Jack Daniel’s Tennessee Whiskey before being modified to include locking mechanisms and shelves to house prizes for the promotion, the organisers stated. The grand prize is a Jack Daniel’s bar kit made with wood from the barrels.
Hunt winners will receive the barrel they found along with other prizes tailored to each region which celebrate Jack Daniel’s history. Each region will also hold celebrations, including concerts and giveaways, following the Barrel Hunt.
As each barrel is discovered, clues to the location of further barrels will be updated on Facebook.
