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Clues lead scavenger hunters to Lynchburg for Jack Daniel’s Barrel Hunt

Posted on Wednesday, July 6, 2016 at 6:25 pm

The first of 150 barrels to be given away over a 90-day period was claimed in downtown Lynchburg on Friday by Leslie Agostino (right) and Jessica Brink. The barrel was hidden near Lynchburg Fixin’s, which apparently was an old service station in the early 1900’s. (Jack Daniel’s Distillery Photo)

The first of 150 barrels to be given away over a 90-day period was claimed in downtown Lynchburg on Friday by Leslie Agostino (right) and Jessica Brink. The barrel was hidden near Lynchburg Fixin’s, which apparently was an old service station in the early 1900’s. (Jack Daniel’s Distillery Photo)

LYNCHBURG, Tenn. — One-hundred and fifty barrels, hidden in more than 50 countries with 90 days worth of treasuring hunting to find them. And the hunt began Friday, right here in Lynchburg.

One barrel down, 149 to go.

Actually 12 barrels have been claimed, with barrels being discovered in cities like Hradec Kralove, Czech Republic; Sophia, Bulgaria; and Hobart, Australia as well, so the global hunt is in full swing.

In celebration of the 150th anniversary of the Jack Daniel Distillery, Jack Daniel’s has put together a monstrous global scavenger hunt in an effort to unite Friends of Jack across the world.

The first Barrel Hunt began Friday here in Lynchburg, the home of the distillery. Jack Daniel’s provides clues prior to each hunt via its local Facebook pages to help fans find the hidden whiskey barrels around the world, giving them the opportunity to win unique, specially designed prizes to commemorate the distillery’s 150th anniversary.

It only took two clues before someone claimed the first barrel hidden near Lynchburg Fixin’s on the corner of the square.

From now through September, 150 handcrafted whiskey barrels will be hidden in various regions across the globe at historic and cultural sites, with clues on Jack Daniel’s Facebook pages to help guide fans to the secret location.

The biggest recipients are Canada and Australia with 10 barrels each, while France only gets three. The United Kingdom, the birthplace of whiskey, winds up with four, while Germany scored seven and the Czech Republic gets six. Seven will go to military bases.

The last barrel will be hidden in Lynchburg to bookend the hunt on Sept. 30.

Clues tied to the history of each region will be provided on the day of each local Barrel 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.

“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,” said Mark McCallum, President of Jack Daniel’s. “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 handcrafted 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 color and 70 to 80 percent of its flavor,” 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.”

For more information on the Jack Daniel’s Barrel Hunt, official rules and regulations, and details on locations and dates, visit <www.jackdanielsbarrelhunt.com>.

—FROM STAFF REPORTS AND PRESS RELEASE

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