The distillery launched a global scavenger hunt this summer with barrels hidden in various UK (and global) cities. Four winners solved clues to find the barrels and win prizes, including a trip to the home of Jack Daniel’s in Lynchburg.
A commemorative bottle has also been released into the off-trade as well as an exclusive super premium 150th Anniversary expression. The latter is a limited edition 50% abv one litre bottle. In this expression the Jack Daniel’s coopers “slow toasted” the barrels to bring out the rich flavours and aromas of the wood. Once barreled the whiskey is then matured in one of Jack’s oldest barrelhouses, the Angel’s Roost – typically reserved for Jack Daniel’s Single Barrel.
Crispin Stephens, Head of Commercial Planning and Activation at Bacardi Brown-Forman Brands commented, “It is an incredible achievement that Jack Daniel’s has been making whiskey in the same way in, in the very same place, Lynchburg Tennessee for 150 years. The anniversary presents a fantastic opportunity to celebrate with Jack Daniel’s fans as well as raise awareness and unlock further potential of the American whiskey category”.
A multi-media promotion is also running through October to support the activity and the whiskey launches.