The whiskey brand invites fans to add a barrel, share a greeting and play a Facebook game.

The Jack Daniels holiday campaign includes TV, print and online advertising, and features a 26-foot-tall Christmas tree made from over 100 white oak whiskey barrels. It was erected by the Jack Daniel Distillery in its hometown of Lynchburg, as a symbol of the true spirit of the holidays.

The campaign was developed by Arnold KLP and includes a site where people can add barrels to the tree and share holiday greetings with friends and family. There is also a Facebook game called ‘Barrel Bandits!‘, which asks fans to protect the holiday barrel tree by firing snowballs at the bandits who are trying to spoil the festive celebrations. Master distiller, Jeff Arnett, said:

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