The holidays may be over but I still feel the Christmas vibe.
It is said that Filipinos celebrate Christmas the longest. We put up decors as early as September and they hang around until January of the following year.
Also, the Jack Daniel's Holiday Barrel Tree, a Lynchburg Tennessee holiday tradition that has spread in the United Kingdom and Canada, was brought here in the Philippines.
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.
The first of its kind in Asia, the tree was set up not only in one but two locations - Fuente Circle in Eastwood City and at The Fort Plaza in Bonifacio Global City.
Up Dharma Down commenced the event attended by Mr. Gabriel Fajardo, Jack Daniel’s Philippine Brand Manager and Mr. Anthony Ramirez, Brown Forman Corporation Philippine Market Manager.
After all, it’s not what’s under the tree that matters most. It’s who’s around it. Amidst the partying and gift-giving, Christmas is a celebration of being thankful and that family, friends and loved ones are the top reason for the season.
Gather Merrily. Drink Responsibly.