Jack Daniel’s sells whiskey barrels to consumers

Jack Daniel’s Distillery is debuting its Single Barrel Personal Collection this summer, allowing consumers to buy full whiskey barrels with prices starting at around US$10,000 before tax.

Jack Daniel’s has launched a new programme that allows consumers to buy full barrels of whiskey

Described as an “evolution” of the Jack Daniel’s By the Barrel scheme, the Single Barrel Personal Collection programme selects barrels from the top of Jack Daniel’s warehouses for consumers to purchase and create a customised range of whiskey.

Jack Daniel’s claims that the barrels situated at the top of its warehouse are “exposed to the most extreme temperatures”, creating “the most flavour and colour in the whiskey”.

“The Personal Collection program represents the best of the best from Jack Daniel’s Single Barrel and is a unique opportunity for whiskey enthusiasts to take part in what we do at Jack Daniel’s,” said Jack Daniel’s master distiller Jeff Arnett.

“I couldn’t think of a more perfect way for people to discover the nuances of our Tennessee whiskey then by bringing them into the process and having them own a personal piece of Jack Daniel’s Single Barrel.”

Those seeking to buy a barrel can either have Arnett select one for them, receive samples of the whiskey to assess different profiles or travel to the distillery and select their barrel with the assistance of a team of tasters.

Jack Daniel’s is also offering a custom barrelhead, framed barrel certificate and unique purchase certificate, luxury decanter and glassware as part of the programme.

In addition, purchasers will also receive a personalised Jack Daniel’s Single Barrel bottle with their name or special message and will be commemorated with their name in the ‘Barrel Recognition Room’ in Lynchburg, Tennessee.

Last month, Jack Daniel’s opened a new barrel house and reconstructed the home of its former proprietor in celebration of the brand’s 150^th anniversary.