Brown-Forman sets Jack Daniel’s scavenger hunt

In celebration of the 150^th anniversary of the Jack Daniel’s Distillery, parent company Brown-Forman has set a Whiskey Barrel Hunt consumer challenge.

Jack Daniel’s has hidden 150 prize-filled whiskey barrels around the world

The company has hidden 150 prize-filled whiskey barrels around the world, and will provide clues to their location via its Facebook page.

Updates will be shown as barrels are located and prizes claimed.

Each barrel in the scavenger hunt was hand-made for the distillery and used to age Jack Daniel’s Tennessee Whiskey before being repurposed for the barrel hunt.

Prizes inside the barrels have been be tailored for each region, and celebrate the brand’s history and legacy.

Kicking off on 1 July in Lynchburg, Tennessee, the promotion will run throughout summer and early fall.

The Whiskey Barrel Hunt will also run in the global travel retail channel, with a number of barrels hidden in airports, including Amsterdam, Frankfurt, Heathrow, Milan, Paris, Singapore, Los Angeles and Sydney.

“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,” said Eric Helms, marketing director, Brown-Forman Global Travel Retail.

“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.”