Jack Daniel’s to celebrate 150th anniversary

New Delhi, June 22 (IANS) Popular whisky brand Jack Daniel's is planning its 150th anniversary in style with a worldwide barrel hunt competition.

The planned initiatives also include limited edition bottles, themed on-ground events, special duty free promotions and social media outreach among other initiatives.

The first ‘Jack Daniel’s Barrel Hunt’ will take place at the home of the distillery in Lynchburg on July 1 and it will 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 whisky barrels around the world, giving them the opportunity to win unique, especially 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,” Mark McCallum, President of Jack Daniel’s, said in a statement.

“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," he added.

From July through September, 150 handcrafted whisky 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.

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 hunt.

“The barrel is key to crafting Jack Daniel’s Tennessee Whisky as it accounts for 100 per cent of its colour and 70 to 80 per cent of its flavour,” Jack Daniel’s Master Distiller Jeff Arnett said.

“It is an important part of our process that is remained unchanged for 150 years, and that tradition will continue to live on in every barrel we make and each drop of our whisky,” he added.