The holidays just got better.
Where tradition and family, community
and togetherness are already at the heart of this time of year, in Manila we
are being treated to a symbol of all these that’s also bound to one man’s
independent spirit and belief in what this season is about.
Welcome the Jack Daniel’s Holiday
Barrel Tree! A Lynchburg Tennessee holiday tradition that through the years has
spread to the United Kingdom and Canada. This year, it is going to be lit in
Manila.
The first of its kind in Southeast
Asia, the Jack Daniel’s Holliday Barrel Tree is more than just a symbol of the
holidays that has traveled the world. It stands for a community that has built
a tradition together, this annual tradition started by the men and women of
Lynchburg.
That the Lynchburg community would
create its identity around the making of Jack Daniel’s is no surprise. Yet the
man behind it all, Jack Daniel himself was not one to let them forget about the
importance of family and togetherness, no matter the demands of building
America’s oldest registered distillery. This could only bring the men and women
of Lynchburg Tennessee to create the annual tradition of the Holiday Barrel
Tree – made from the very barrels used in maturing Jack Daniel’s Tennessee
Whiskey, a symbol of their hard work and persistence, but more importantly a
reminder of the value of gathering together as community and family.
This is what the Holiday Barrel Tree
brings to Manila, rising in two locations – in
Fuente Circle in Eastwood City and at The Fort Plaza in Bonifacio Global City. It
speaks of how priceless this time of year is, not because of the rituals of
gift-giving and excess, but because we come together for no reason other than
gratefulness. It tells us that above all
else, gathering merrily with family, friends and loved ones is the reason for
this season.
After
all, it’s not what’s under the tree that matters most. It’s who’s around it.
Moreover, the event was graced by Mr.
Gabriel Fajardo, Jack Daniel’s Philippine Brand Manager and Mr. Anthony
Ramirez, Brown Forman Corporation Philippine Market Manager who also iniated
the lighting of the first and only Jack Daniel’s Barrel Tree in Asia.
Meanwhile, Up Dharma Down performed
before the ceremony began.
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