DALLAS – The Jack Daniel Distillery and the Dallas Mavericks are teaming up to bring a new type of holiday cheer and a special Lynchburg tradition to Dallas this year.  Tipping off the Dallas Mavericks Season of Giving over the holidays, the Mavs and Jack Daniel’s built a whiskey barrel tree at the home of the Dallas Mavericks, the American Airlines Center.

On November 18, 2019, before the Dallas Mavericks played the San Antonio Spurs, Jack Daniel’s and the Mavs hosted Club Maverick members for a special holiday event. Attendees had the opportunity to sample Jack Daniel’s new flavor, Jack Daniel’s Tennessee Apple, take photos with Jack Daniel’s Halo photo booth, experience a virtual reality distillery tour with VR Headsets, and participate in a toast not only to the start of the holiday season but Cheers to the “Operation Ride Home” program and the joint effort to support our military and armed forces.

Through the “Operation Ride Home” program, the Jack Daniel Distillery and partner, the Armed Services YMCA (ASYMCA) auction off the top barrel of each tree with proceeds going to assist junior-enlisted service members and families travel from their place of military service back home for the holidays.

“At Jack Daniel’s, we like to say that good cheer is our number one export to the world,” said Master Distiller Jeff Arnett.  “The barrel tree in Lynchburg has a special way of bringing people together, just like Operation Ride Home, and we hope friends either living in or visiting these locations will stop by and join us as we celebrate this most special holiday season.  After all, it’s not what’s under the tree that’s important, but who’s around it.”

The Dallas Mavericks salute Jack Daniel’s for supporting service members in this way and join them in their dedication to honoring those who serve.  As part of the Mavs Season of Giving, the Dallas Mavericks, its coaches, players and partners come together to host a variety of charitable events across the community to brighten the holidays for thousands of individuals and families.


ABOUT OPERATION RIDE HOME  The Jack Daniel’s whiskey barrel tree is one of five around the country, with other locations in Chicago, IL, Milwaukee, WI, Nashville, TN, & Lynchburg, TN and signifies the start of the holiday season. The distillery’s holiday tradition began in 2011 with the first 26-foot tall tree made from 140 American white oak whiskey barrels being built in Lynchburg, TN, home of Jack Daniel’s. Since the “Operation Ride Home” program began, 7,232 junior-enlisted service members and those with families have made the trip home to see loved ones over the holidays as a result of Operation Ride Home. Men and women from the Army, Marine Corps, Navy, Air Force, and Coast Guard have been assisted with travel to all 50 states.  To learn more, visit www.jackdaniels.com.

ABOUT JACK DANIEL’S   Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery, Lem Motlow, proprietor, is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Jack Daniel’s Sinatra Select and Jack Daniel’s Country Cocktails. Today, Jack Daniel’s is a true global icon found in more than 170 countries around the world and is the most valuable spirits brand in the world as recognized by Interbrand.

ABOUT MAVS OFF COURT: The Dallas Mavericks strive to be champions on the court and in the community.  We are dedicated to building a stronger community through educational programs, health and wellness initiatives, environmental efforts, support for military veterans, and grants to nonprofit organizations.  Through our community programs and the Mavs Foundation, we are changing lives in North Texas and have impacted thousands of children, families and communities.
Learn more at Mavs.com/Community. @MavsOffCourt

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