India (June 22, 2016): In 1866, exactly 150 years ago, Jasper “Jack” Daniel had the foresight to place his distillery at a source of iron-free water flowing from a cave spring in Lynchburg, Tennessee. Today, the quiet town in Tennessee still produces every single drop of the world’s Jack Daniel’s, proof that mastering a craft with a focus on quality can propel a brand beyond borders and cultures.
“Jack Daniel’s has grown from a local name in Lynchburg to an iconic brand in more than 170 countries by remaining true to its legacy of authenticity, independence and integrity,” said Mark McCallum, President of Jack Daniel’s. “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 with our first-ever global Barrel Hunt.”
From July through September, 150 handcrafted whiskey barrels will be hidden in various regions across the globe at historic and cultural sites, with clues on Jack Daniel’s Facebook pages to help guide fans to the secret location. 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.
Each hidden barrel in the scavenger hunt was handcrafted from the distillery and used to mature Jack Daniel’s Tennessee Whiskey before being specially fabricated for the Barrel Hunt to house prizes, including 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, visitwww.jackdanielsbarrelhunt.com