The first Jack Daniel's Barrel Hunt took place at the home of the distillery in Lynchburg on Friday (1 July).
Over the next three months, 150 hand crafted whiskey barrels will be hidden in various historic and cultural sites across the globe, giving fans the opportunity to hunt them down and win unique, specially designed prizes to commemorate the distillery’s 150th anniversary.
Clues tied to the history of each region will be provided via the brand's local Facebook pages on the day of each hunt and barrels will be opened when the first person to arrive speaks the correct barrel password. Updates and results will be shared as barrels are found around the world and prizes are claimed in each region.
The hunt will visit more than 50 countries over 90 days and hopes to unite fans of the brand across the world.
Mark McCallum, president of Jack Daniel’s, said: "Jack Daniel’s has grown from a local name in Lynchburg to an iconic brand in more than 170 countries by remaining true to its legacy of authenticity, independence and integrity.
"The 150th anniversary is a major milestone for the distillery and is a perfect opportunity to invite everyone to join us in our celebration of Jack Daniel’s with our first-ever global Barrel Hunt."
Each hidden barrel in the scavenger hunt was hand crafted from the distillery and used to mature Jack Daniel’s Tennessee Whiskey before being specially fabricated for the Barrel Hunt to house prizes, including an original, one-of-a-kind bar kit made with white oak from the barrels.
Barrel Hunt winners will also receive the authentic Jack Daniel’s barrel they found along with prizes tailored to each region that participates in the Barrel Hunt.
"The barrel is key to crafting Jack Daniel’s Tennessee Whiskey as it accounts for 100 percent of its colour and 70 to 80 percent of its flavour," said Jack Daniel’s master distiller Jeff Arnett.
"It’s an important part of our process that’s remained unchanged for 150 years, and that tradition will continue to live on in every barrel we make and each drop of our whiskey. The Barrel Hunt celebrates the distillery’s history and gives fans a chance to own a barrel and be forever linked to Jack Daniel’s."
Comment below to let us know what you think.
For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.