Jack’s Daniel’s Holiday Select is another homage to the first American licensed distiller, Jack Daniel and celebration of Christmas.
In 2011 the distillery started new tradition, building of the Christmas tree with barrels, which previously held Jack Daniel’s whiskey. The original location for “the tree” was in the center of Lynchburg town square, in 2016 it was changed to the main parking lot at the visitors’ center, near the bridge that crosses the East Fork Mulberry Creek. The tree is hand-built by the distillery employees from 140 empty barrels weighting 115 pounds (52 kg) each and is 26 feet (8 meters) tall. After about a week the tree is ready and decorated with holiday lights. Lighting of the tree is a major attraction of holiday festivities that include contests, cookies, parade through downtown and many more. Naturally, the barrels are carefully selected by master distiller and their content is bottled as Jack Daniel’s Holiday Select. The 2012 edition was bottled at 45.2% abv.