The travel retail industry is joining in Brown-Forman’s latest global promotion and 150th anniversary celebrations by hiding 150 special barrels in various airports and historic and cultural sites around the globe.

Various airports and their travel retailers have entered into the spirit of the event, which also marks and celebrates the brand’s 150th anniversary, with the roll call of airport locations so far including  Amsterdam, Frankfurt, Heathrow, Milan, Paris, Singapore, Los Angeles and Sydney.

The Jack Daniel’s Barrel Hunt is described as ‘a global scavenger hunt’ for both connoisseurs and whiskey fans around the world, whereby Jack Daniel’s will kick the event off in Lynchburg Tennessee on July 1 (through to September).

Various clues will be tabled on its Facebook page which fans will then need to decipher to reveal the location of hidden whiskey barrels in travel retail locations and many others around the world.

 

BARRELS, CONCERTS AND GIVEAWAYS…

Each barrel has been ‘handcrafted for the Distillery’ and used to age Jack Daniel’s Tennessee Whiskey before being customised for the Barrel Hunt with locking mechanisms and internal shelves to house prizes.

These include a grand prize of an original Jack Daniel’s bar kit made with wood from the barrels. Barrel Hunt winners will also receive the authentic Jack Daniel’s barrel they found, along with unique prizes tailored to each region to celebrate Jack Daniel’s history and legacy.

Special celebrations will also be held in various regions to celebrate the event, such as concerts and giveaways.

Commenting on the promotion, Eric Helms, Marketing Director, Brown-Forman Global Travel Retail said: “Brown-Forman Global Travel Retail (GTR) is very excited to be participating in this global adventure to celebrate the 150th anniversary of the Jack Daniel’s Distillery.

 

A FUN PROMOTION

“Our Travel Retail  partners at airports around the world have embraced the Jack Daniel’s barrel scavenger hunt and promise to make it fun and exciting for international travellers.”

Adding his comments, Master Distiller Jeff Arnett said: “As the world continues to change, Jack Daniel’s operates by the same timeless values it has upheld for a century and a half. Part of what makes this whiskey so unique is our commitment to living by Mr. Jack’s lasting motto: ‘Every day we make it, we’ll make it the best we can.’

“This is a tradition that has lasted 150 years, and this commitment will continue to live on in every crafted barrel and each drop of our whiskey.”