There will be neck collars on 90,000 70cl bottles of the brandy, giving consumers the opportunity to win the cash to indulge in their own “ultimate moment”.
The promotion aims to encourage trial in the run-up to Christmas.
Senior brand manager Oliver Dickson said: “Three Barrels continues to enjoy strong growth and remains the number one brandy in the UK market. We have grown the brand in value by 11% in the past year and with Christmas proving to be instrumental for sales, we are committed to investing in the brand at this key time of year.
“This promotion is a way for us to give something back to our loyal consumers and thank them for their continued support throughout the year. We look forward to further cementing our position in the market in 2012 by encouraging trial with new consumers to boost sales and profits for the trade.”
Three Barrels is worth £39 million in a £232 million brandy category. The brand, which comes in 70cl and 35cl bottles, is growing at 11% compared to 5.7% for the overall brandy category, according to Nielsen.