Jack Daniel’s Is Hosting a Whiskey Barrel Scavenger Hunt for Its 150th Anniversary

Campaign from Arnold Worldwide

Headshot of Christine Birkner

Barrels are a big deal in the whiskey world. The white oak barrels that hold Jack Daniel's whiskey account for 100 percent of its color and 70 to 80 percent of its flavor, and the brand has been making its own barrels since its founding. This year marks the 150th anniversary of the Jack Daniel Distillery in Lynchburg, Tenn., and to celebrate, the company is hosting a worldwide scavenger hunt, giving people the chance to find—and win—those iconic barrels.

The Jack Daniel's Barrel Hunt, created by Arnold Worldwide, will take place in more than 50 countries, starting in Lynchburg July 1 and ending in September. Jack Daniel's will provide clues tied to the history of each region on its local Facebook pages to help fans find 150 whiskey barrels in cities hidden around the world at various historic and cultural sites. Winners will receive a barrel, a bar kit made with oak from the barrels and other prizes.   

"In each of these cities, so much has changed where Jack Daniel's has not, so that message of timelessness is interesting to us," Greg Farley, group creative director at Arnold Worldwide, told Adweek. "We wanted to create a program that was locally relevant, so we went to great lengths to research the historical importance of every city and how it changed. The barrels are a symbol of whiskey making, and they've long been one of the iconic parts of the brand. So this is a great way to emphasize that."

Jack Daniel's also will commemorate its anniversary with TV ads, social media content and more events throughout the year.

"The 150th anniversary is a major milestone for the distillery, and is a perfect opportunity to invite everyone to join us in our celebration," said Mark McCallum, president of Jack Daniel's, in a statement.


Client: Jack Daniel's

President: Mark McCallum

VP, Global Brand Director: Phil Epps

Global Brand Manager: Jamie Butler

Global PR Manager: Svend Jansen

Agency: Arnold Worldwide

Global Chief Creative Officer: Jim Elliott

Executive Creative Directors: Wade Devers

Creative Directors: Greg Farley, John Simpson

Art Directors: Brittany Riley, Daniel Massih, Ira Cummings, Jocelyn Leveille 

Copywriters: Lora Faris, Moon Yang

User Experience: Jordan Clayton

Development: Chris Gladney

Planner: Vaughn Allen

Marketing: Paul Nelson, Emily Brooks, Mallory Brannan, Lindsy Frank

Digital Producers: Rebecca Chaplick, James Murdock

Broadcast Production: Alissa Feldbau

Art Producers: Ingrid Adamow, Dayna Stanley

Brand Experience: John Raftery, Carly Neil

Business Affairs: Maria Rougvie, Amy Wilcox

Media Agency: Mediavest

PR Agency: DVL


Bar Kit Fabrication: !ND!V!DUALS

Barrel Fabrication: Sonalysts

Editing, Social Content: Sweet Rickie, Editbar, Studio 6

@ChristineBirkne christine.birkner@adweek.com Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.