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04.2010

Massachusetts Beverage Business

archivedPromotions

This month, in honor of Earth Month and in continuation of environmental stewardship, Jack Daniel’s Tennessee Whiskey is partnering with the non-profit organization American Forests to release a collectible bottle in conjunction with a tree-planting effort.  American Forests, a world leader in planting trees for environmental restoration, will plant a tree with the purchase of each collectible Jack Daniel’s bottle.  According to American Forests, the approximately 1OO,OOO trees that will be planted from the sale of more than 1OO,OOO bottles will sequester at least 33,OOO tons of CO2 as they grow, which is the same as taking nearly 6OOO cars off the road for a year or conserving 3.3 million gallons of gasoline.  The Jack Daniel Distillery began incremental efforts more than 3O years ago that help assist environmental sustainability, and these practices continue to expand today.  Overall, less than one percent of the waste generated at the distillery is sent to landfill, and most of the by-products are reused by other businesses.  For example, local farmers feed their livestock spent mash from the distillery; used charcoal from the signature charcoal mellowing process is converted into smoking pellets for use by grillers; and the white oak barrels used to mature the whiskey are reused by scotch and tequila distillers as well as manufacturers of furniture and planters.  The production areas also play a key role in the distillery’s environmental responsibility.  The distillery boasts state-of-the-art water treatment systems, and has preserved hundreds of acres of land surrounding its historic cave spring.  Whiskey production is powered by steam using waste wood from neighboring industries instead of coal, and motor controls throughout the facilities reduce electricity consumption.  Consumers who register the collectible bottle at jackdaniels.com will also receive a free copy of american forests.
Suggested retail for the bottle is $39.99.

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