Jack Daniels’ barrels of festive fun

The Jack Daniel’s Distillery inLynchburg,Tennessee, will build a 26-ft tall Christmas “tree” made from 140 oak barrels as part of a massive advertising campaign.

The brand, part of the Bacardi Brown-Forman group, hopes the advert will help bolster sales during the festive season.

The 30 second advert showsLynchburgresidents moving the barrels to a central location, then pans out to show the comlpeted “tree”, decked in Christmas lights, and the crowd gathered round raising a celebratory glass.

The advert will be shown across a range of mediums, including outdoor posters, online, as well as on television, and should reach some 37 million consumers over Christmas.

This is the first barrel “tree” to be made, but the distillery traditionally puts its old barrels to good use.

Jack Daniel’s master distiller, Jeff Arnett, says, “We only use new charred oak barrels to make whiskey. We don’t fill them a second time and that leaves us with a good number of barrels once they’re emptied. Over the years we’ve become pretty creative with what we craft with our used barrels. We hope our barrel tree stands as a memorable way of wishing our many friends around the world a safe and happy holiday. After all, it’s not what’s underneath the holiday tree that matters, but who surrounds it.”