Beverage Industry

Jack Daniel's supports tree planting

April 6, 2010

Jack Daniel’s Tennessee Whiskey, Lynchburg, Tenn., released a collectible bottle stamped with a tree, the sale of which will coincide with a tree-planting effort by American Forests, a nonprofit conservation organization.

For every collectible bottle sold, American Forests will plant a tree. Planting 100,000 trees would sequester 33,000 tons of carbon dioxide, the equivalent of taking about 6,000 cars off the road for a year, American Forests says. The 750-ml. bottle went on sale last week for a suggested retail price of $39.99.

“At its core, Jack Daniel’s is a product of the environment and so it’s vital that we do our best to make the most of our natural resources,” said Jeff Arnett, Jack Daniel’s master distiller, in a statement. “The health and sustainability of America’s forests are essential to maintaining the quality of our whiskey, which draws color and flavor from the wood barrels used to mellow and mature it.”