Popular whiskey brand Jack Daniels has announced that New Delhi is one of the 150 cities chosen for the Jack Daniels Barrel Hunt, a global scavenger hunt.
To be held on September 3 in the city, the barrel hunt celebrates the 150th anniversary of the Jack Daniel distillery.
From July through September, 150 handcrafted whiskey barrels are being hidden in various regions across the globe at historic and cultural sites. The first Barrel Hunt took place at the home of the distillery in Lynchburg on July 1 and will visit more than 50 countries in 90 days.
Clues and the password tied to the hidden location of the barrel will be provided on the Jack Daniel’s Facebook page from 10 a.m. on September 3 and the barrels will be opened when the first person to arrive speaks the correct barrel password.
Each hidden barrel in the scavenger hunt has been 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 per cent of its colour and 70 to 80 per cent of its flavour,” Jack Daniel’s Master Distiller Jeff Arnett said in a statement.
“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 Jack Daniel’s fans in New Delhi a chance to own a barrel and be forever linked to Jack Daniel’s.
Apart from the global barrel hunt, there are many other planned initiatives including limited edition bottles, themed on-ground events, special duty free promotions and social media outreach among others.