Jack Daniel's celebrates 150 years with a global barrel hunt

In a first-in-its-kind global celebration, the 90-day barrel hunt across 50 countries will give consumers a chance to win Jack Daniel's handcrafted barrels

BestMediaInfo Bureau | Mumbai | August 18, 2016

In one of the largest global celebrations ever, Jack Daniel's, the liquor maker from Lynchburg, has hidden 150 liquor barrels around the world to celebrate its 150th anniversary. From July through September, 150 handcrafted whiskey barrels are being hidden in various regions across the globe at historic and cultural sites. The first Barrel Hunt took place at the home of the distillery in Lynchburg on July 1 and will visit more than 50 countries in 90 days.

The 90-day global hunt will give consumers a chance to win a piece of Jack Daniel's and Lynchburg history. The global liquor maker is entering India with this contest and has three barrels in India – one each in Mumbai, Delhi and Bangalore.

Clues and the password tied to the hidden location of the barrel will be provided on the Jack Daniel's Facebook page from 10 am on August 20. The barrels will be opened when the first person to arrive speaks the correct barrel password.

Each hidden barrel in the hunt has been 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. Winners will receive the authentic Jack Daniel's barrel they found along with prizes tailored to each region that participates in the hunt.

Vineet Agrawal

Vineet Agrawal, Head of Marketing, Indian Sub-continent and Maldives, Brown-Forman Worldwide, said this is possibly the first ever barrel hunt that will engage audience and give a few of them a chance to get a sneak-peak of those vintage handcrafted barrels.

While liquor makers have been careful in their communication in India, Jack Daniel's has always believed in keeping a low profile and communicating to an audience either on social media or via on-ground activities. Their product launches too have been silent, making the brand all the more premium.

Agrawal said the story of Jack Daniel's began way back in 1866 in a small town in Lynchburg; a US state in Tennessee wherein liquor was handcrafted and sold. After 150 years, the company follows the same method to maintain its quality. All of the world's Jack Daniel's is produced in this city.

About drinking habits in India, Agrawal said that a lot of millennial consumers are choosing American Whiskey as their preferred liquor beverage choice as the versatility and mixability of American Whiskey makes it easy to drink and for them to relate to. This is because of increasing disposable incomes and global exposure. In India, the market for American Whiskey is growing at 14 per cent.

Jeff Arnett, Jack Daniel, Master Distiller, said, “The barrel is key to crafting Jack Daniel's Tennessee Whiskey as it accounts for 100 per cent of its colour 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.”

Apart from the global barrel hunt, there are other planned initiatives, including limited edition bottles, themed on-ground events, special duty-free promotions and social media outreach among others, concludes Agrawal.

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