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Want to Buy a Jack Daniel’s Personal Collection Barrel for $10,000?

What is the price of whiskey happiness? That all depends, I suppose, on the size of your wallet. If Tennessee distillery Jack Daniel’s factors into your whiskey happiness formula, you’ll need a particularly large wallet to take part in its new Jack Daniel’s Personal Collection barrel program, as prices start at around $10,000 USD, plus varying local taxes.

So what exactly is the Jack Daniel’s Personal Collection? In essence, it’s a single barrel private ownership program. Programs like this, such as the new Maker’s Mark experience, are growing in popularity as distilleries seek a way to engage higher end clientele willing to drop a lot of cash for a more intimate undertaking. Only the barrels reportedly from the top of the Jack Daniel’s warehouse will be set aside for this, as “those are exposed to the most extreme temperatures, creating the most flavor and color within the whiskey.”

Jack Daniel's Personal Collection
A Jack Daniel’s barrelhouse (image via Jack Daniel’s)

Specifics of this program, according to Jack Daniel’s, are as follows:

First, buyers will now have several different ways to make their barrel selections, making the program even more accessible. Participants can have the barrel selected for them by the Master Distiller, receive samples based on flavor profiles, or they can travel to the distillery in Lynchburg and select their barrel with the help of Master Distiller or his team of Master Tasters. Jack Daniel’s has also created premium collectibles and experiences to be enjoyed with every Personal Collection selection including a custom barrel head and framed barrel certificate as well as a unique purchase certificate, luxury decanter and glassware.

In addition, purchasers will also receive a personalized Jack Daniel’sSingle Barrel bottle with their name or special message. Participants will be commemorated with their name in the Barrel Recognition Room in Lynchburg, TN – an exhibit honoring past barrel purchasers and new buyers, and a part of the tour that nearly 400,000 people take every year.

Lastly, the new program will offer a series of touch points to keep customers updated on their selection as well as a Barrel Concierge who will be dedicated to each buyers Personal Collection experience.

“The Personal Collection program represents the best of the best from Jack Daniel’s Single Barrel and is a unique opportunity for whiskey enthusiasts to take part in what we do at Jack Daniel’s,” said Jack Daniel’s Master Distiller Jeff Arnett in a prepared statement. “I couldn’t think of a more perfect way for people to discover the nuances of our Tennessee Whiskey then by bringing them into the process and having them own a personal piece of Jack Daniel’s Single Barrel.”

Nino Kilgore-Marchetti

Nino Kilgore-Marchetti is the founder of The Whiskey Wash, an award winning whiskey lifestyle website dedicated to informing and entertaining consumers about whisk(e)y on a global level. As a whisk(e)y journalist, expert and judge he has written about the subject extensively, been interviewed in various media outlets and provided tasting input on many whiskeys at competitions. He also maintains a large private collection of whiskey from which he continually educates his palate on this brown spirit type.

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