Jack Daniels Celebrates 150th Anniversary with Worldwide Whiskey Barrel Hunt

In celebration of the 150th anniversary of the Jack Daniel Distillery, the oldest registered distillery in the U.S., Jack Daniel’s Tennessee Whiskey, last week, announced the Jack Daniel’s Barrel Hunt – a global scavenger hunt that will unite Friends of Jack across the world.

The first Barrel Hunt took place at the home of the distillery in Lynchburg and will visit more than 50 countries in 90 days, including Nigeria. Jack Daniel’s will provide clues via its local Facebook pages to help fans find the hidden whiskey barrels around the world, giving them the opportunity to win unique, specially designed prizes to commemorate the distillery’s 150th anniversary.

“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. 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,” said Mark McCallum, President of Jack Daniel’s.

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 from Nigeria will also receive the authentic Jack Daniel’s barrel they found along with a travel ticket to experience the 150th anniversary celebration in Lynchburg, Tennessee.

“The barrel is key to crafting Jack Daniel’s Tennessee Whiskey, as it accounts for 100 per cent of its color and 70 to 80 per cent of its flavour. 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.” Official rules and regulations, and details on locations and dates for the Jack Daniel’s Barrel Hunt will be released in the coming weeks,” said Jack Daniel’s Master Distiller, Jeff Arnett.