Jack Daniel’s Distillery is celebrating their 150th Anniversary with a global scavenger hunt. That’s right! They’ve jacked up this kid’s game to a very adult level. The Jack Daniel’s Barrel Hunt will span the globe, hiding 150 handcrafted, used Tennessee whiskey barrels in all four corners and many points in between.
Mark McCallum, President of Jack Daniel’s, notes that the brand is sold in 170 countries. “The 150th anniversary is a major milestone for the distillery and is a perfect opportunity to invite everyone to join us in our celebration of Jack Daniel’s,” he says. The Barrel Hunt will begin and end in Lynchburg, TN, home to the the oldest registered distillery in the U.S. Five additional barrels will hit the United States in New York City, Chicago, Los Angeles, Austin, and Nashville. The remaining 143 international locations include multiple sites in Canada, Australia, Germany, France, and the United Kingdom while more obscure countries like Tahiti, Montenegro, and Guatemala will receive just one.
The hunt will be driven by social media, where would-be treasure seekers can find the clues and passwords necessary to locate a barrel. From July through September, clues will roll out on Facebook. Barrels will be in various regions across the globe at historic and cultural sites. Clues tied to the history of each region will be provided on the day of each local Barrel Hunt and barrels will be opened when the first person to arrive speaks the correct barrel password. Updates and results will be shared as barrels are found around the world and prizes are claimed in each region.
Although barrels will not contain the nectar previously inhabiting them, winners will find an original, one-of-a-kind bar kit made with white oak from the barrels. Barrel Hunt winners will also receive the authentic Jack Daniel’s barrel they found along with prizes tailored to each region that participates in the Barrel Hunt.
“The barrel is key to crafting Jack Daniel’s Tennessee Whiskey as it accounts for 100 percent of its color and 70 to 80 percent of its flavor,” said Jack Daniel’s Master Distiller Jeff Arnett. “It’s an important part of our process that’s remained unchanged for 150 years, and that tradition will continue to live on in every barrel we make and each drop of our whiskey. The Barrel Hunt celebrates the distillery’s history and gives fans a chance to own a barrel and be forever linked to Jack Daniel’s.”
For more information on the Jack Daniel’s Barrel Hunt, official rules and regulations, and details on locations and dates, visit www.jackdanielsbarrelhunt.com