The Jack Daniel’s barrel has remained a critical part of the whiskey making process for 150 years, contributing to 100% of its color and majority of its flavor. So in honor of the 150th Anniversary of the Jack Daniel Distillery – the oldest registered distillery in the U.S. – on July 1, 2016, Jack Daniel’s launched a worldwide scavenger hunt that puts the barrel in the spotlight.
The first-ever global Jack Daniel’s Barrel Hunt will consist of 150 authentic handcrafted whiskey barrels being hidden at historic and cultural sites in more than 50 countries over the course of 90 days. In honor of the distillery’s roots, the Jack Daniel’s Barrel Hunt will kick off in Lynchburg, TN, giving one local fan the chance to win special prizes commemorating the 150th Anniversary milestone.
The program comes to life via Facebook, where Jack Daniel’s will publish several clues each day on local market pages, and a microsite that aggregates global activity. The first person to solve the clues and find the secret location where the whiskey barrel is hidden will receive a one-of-a-kind bar kit, prizes tailored to each region, and a piece of Jack Daniel’s history: an authentic whiskey barrel, specially fabricated for the Barrel Hunt. The program runs through September 30, 3016.
Campaign Brief coverage: Jack Daniel’s celebrates 150th anniversary with global whiskey barrel hunt via Arnold Worldwide