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Jack Daniel’s launches worldwide barrel hunt

Jack Daniel’s Tennessee Whiskey has rolled out “Jack Daniel’s Barrel Hunt”, a global scavenger hunt as part of its 150th anniversary celebration.

The first barrel hunt will take place at the home of the distillery in Lynchburg in the US on 1 July and visit more than 50 countries in 90 days.

The brand 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.

Mark McCallum, president of Jack Daniel’s said: “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.

The programme will be running in Hong Kong, Indonesia, Japan, Singapore, India and the Philippines.

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.

“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,” said Jack Daniel’s master distiller Jeff Arnett.

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