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Beverage packaging: Jack Daniel’s Earth Day bottle for charity

Partnership with American Forests benefits reforestation efforts; part of profits pay for planting of 100,000 trees.

-- Packaging Digest, 3/31/2010 12:09:47 PM

Jack Daniels for Earth DayIn honor of Earth Month this April 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. The 750ml American Forests bottle will be available beginning April 1 with a suggested retail price of $39.99. According to American Forests, the approximately 100,000 trees that will be planted from the sale of more than 100,000 bottles will sequester at least 33,000 tons of CO2 as they grow, which is the same as taking nearly 6,000 cars off the road for a year or conserving 3.3 million gallons of gasoline.

“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,” Jack Daniel’s Master Distiller Jeff Arnett said. “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. Jack Daniel’s would not be the same product without these special woods that are used in the making of our whiskey, and we are honored and obligated to help preserve our forests.”

The Jack Daniel Distillery began incremental efforts more than 30 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, thereby making good use of a valuable byproduct. Used charcoal from the signature charcoal mellowing process is converted into smoking pellets for use by backyard grillers. 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.

“The partnership between American Forests and Jack Daniel’s is a substantial commitment to hardwood tree planting and conservation,” said Gerry Gray, acting executive director of American Forests. “We’re proud to partner with such a well-known and loved brand to help ensure the good health of our forests and overall environment.”

Consumers who register the special collectible bottle at www.jackdaniels.com will also receive a free copy of the award-winning American Forests magazine.

SOURCE: Jack Daniel's Tennessee Whiskey

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