After a sumptuous dinner at Rue Bourbon, a spectacle bedazzled many guests as the tree lighting of another unique take on Christmas tree-making commenced.
The said event which happened last Dec. 16 at Fuente Circle in Eastwood Mall, is said to 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 was brought in Manila.
The first of its kind in Southeast Asia, the Jack Daniel’s Holiday 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.
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 initiated the lighting of the first and only Jack Daniel’s Barrel Tree in Asia.
The opening of the main event on that night brought the crown on their feet as Up Darma Down performed.