Buy your own barrel of whiskey

Jack Daniel’s is offering the UK trade a chance to buy their own barrel of whiskey.

Outlets can taste a number of different barrels and choose their preferred whiskey. Jack Daniel’s has reported that Selfridges, Living Ventures and The Grosvenor House Hotel have so far purchased their own barrels.

The selection process can take place at the Jack Daniel Distillery or through a tasting session at a chosen venue.

Alternatively applicants can have the Jack Daniel’s master distiller select a barrel for them.

American whiskey brand manager, Georgia Donmall, said, “Jack Daniel’s Single Barrel is a unique expression of Jack Daniel’s aimed at 30-45 year old male drinkers who have grown up with and love the brand but are looking for an expression of the whiskey that suits their lifestyle.”

“This makes the ‘Buy the Barrel’ programme perfect for outlets with this type of clientele or those that have a loyal Jack Daniel’s fan base.”

This will be a significant marketing tool for the brand, as there is little chance of Jack Daniel’s ever producing an age-statement whiskey.