Jack Daniel’s Celebrates 150th Anniversary with Launch of First-Ever Worldwide Whiskey Barrel Hunt

Ninety-day global scavenger hunt gives consumers a chance to win a
piece of Jack Daniel’s and Lynchburg history

LYNCHBURG, Tenn.–(BUSINESS WIRE)–In celebration of the 150th anniversary of the Jack Daniel
Distillery, the oldest registered distillery in the U.S., Jack Daniel’s
Tennessee Whiskey today announced the Jack Daniel’s Barrel Hunt, a
global scavenger hunt that will unite Friends of Jack across the world.
The first Barrel Hunt will take place at the home of the distillery in
Lynchburg on July 1 and visit more than 50 countries in 90 days. 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,” 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, visit www.jackdanielsbarrelhunt.com.

To learn more about Jack Daniel’s and the Jack Daniel Distillery’s 150th
anniversary, visit www.jackdaniels.com.

About Jack Daniel’s
Officially registered by the U.S.
Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel
Distillery, Lem Motlow, proprietor, is the oldest registered distillery
in the United States and is on the National Register of Historic Places.
Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7
Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s
Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack
Daniel’s Tennessee Fire, Jack Daniel’s Sinatra Select and Jack Daniel’s
Country Cocktails.

Your friends at Jack Daniel’s remind you to drink responsibly.

JACK DANIEL’S and OLD NO. 7 are registered trademarks. © 2016 Jack
Daniel’s. Tennessee Whiskey Alcohol 40% by Volume (80 proof). Distilled
and Bottled by JACK DANIEL DISTILLERY, Lynchburg, Tennessee.

Contacts

Jack Daniel’s
Svend Jansen, 502-774-7825
svend_jansen@b-f.com

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