Jack Daniel’s to build 26ft barrel Christmas tree in London

Jack Daniel’s is to erect a 26ft Christmas tree made entirely from whiskey barrels in central London.

The Jack Daniel’s Christmas tree, made entirely from bourbon barrels, will remain in London’s Covent Garden for one month this November

The barrel tree made its first appearance in Lynchburg, Tennessee last year, and will arrive in London’s Covent Garden on 25 November to mark a new annual tradition for the brand.

Made from 140 barrels shipped over from the Jack Daniel’s distillery in Lynchburg, the barrel tree will remain in the central courtyard of Covent Garden for one month in the run up to the festive period.

To coincide with the lighting of the tree, the brand will release Single Barrel Holiday Select, a limited edition bottling of whiskey from the barrel tree, to select outlets promoting the brand.

Mark Davis, area marketing manager for American Whiskey, said: “With sales of spirits peaking over the festive period, we recognise that this is a key time for retailers and licensees.

“With consumers more likely to trade up from beer & wine to spirit serves during the festive months, we wanted to create a unique and memorable new campaign to put the brand front of mind to help drive sales for licencees.”

Jack Daniel’s will also air a 30-second TV advert in the UK during November showcasing the tree being built in Lynchburg.

The brand will also air a second advert later in November for Tennessee Honey, which was launched in the UK earlier this year.