Hospitality Business Magazine

Jack Daniel’s announces global whiskey barrel hunt

rsz_jack_danielsIn celebration of the 150th anniversary of the Jack Daniel Distillery, the oldest registered distillery in the U.S., Jack Daniel’s Tennessee Whiskey unveiled the Jack Daniel’s Barrel Hunt; a global scavenger hunt uniting Friends of Jack across the world.

It began at the home of the distillery in Lynchburg on July 1st and will visit more than 50 countries including New Zealand across 90 days. Throughout the global scavenger hunt, fans can find clues on local Jack Daniel’s Facebook pages to help them find the hidden whiskey barrels.  Get the clues right, and you’ve got the chance to win unique, specially designed prizes commemorating 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 have been hidden in various regions with four barrels dedicated to New Zealand. 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.

Each hidden barrel 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. Lucky 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 per cent of its colour and 70 to 80 percent of its flavour,” says 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