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Chance to buy rare whiskey barrel

Published:  03 April, 2012

Jack Daniel's is offering trade outlets the chance to buy their own personalised barrel of Tennessee whiskey.

Selected by the brand's master distiller Jeff Arnett, only one in a hundred bottles make the cut to bear the Single Barrel label. Charcoal-mellowed and rested in the upper barrel houses at the distillery, Jack Daniel's Single Barrel whiskey goes through a more intense maturation process, "resulting in a rich, distinctive flavour", according to brand owner Bacardi Brown-Forman Brands.

As no two bottles of the Single Barrel Whiskey taste the same, Jack Daniel's is offering trade accounts the chance to taste a number of samples from different barrels before choosing their preferred whiskey.

A representative from the outlet can either travel to the Jack Daniel Distillery to take part in a tasting or work with the brand team to hand select their own barrel in the UK. Alternatively they can have the Jack Daniel's master distiller select a barrel for them.

Their chosen barrel will be bottled by hand with personalised medallions added to each bottle. The bottles will then be delivered to the account, along with the original barrel itself. A plaque featuring their name, or business name, will go on display at the distillery.

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 more premium 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."

Accounts such as Selfridges, Living Ventures and The Grosvenor House Hotel have already bought into the scheme.