Merry Jack Daniel’s

The Hive sees your pine tree, and raises you 50 whiskey barrels.
The Hive 2

Christmas trees come in all shapes and sizes: short, stumpy, tall and leafy. And now, they come in barrels. Whiskey barrels, that is. The Hive has had another go at making holiday frolickers want to, erm, frolick around its annual Christmas tree. It’s pyramid-shaped like everyone else’s, but has the added touch of being made out of 50 Jack Daniel’s barrels, stacked one on top of the other to the height of 18 feet. The tradition began at Jack Daniel’s headquarters in Lynchburg, Tennessee, and made its way to Toronto last year when the shop first put its affinity for the brand (which is a client) on display. The “tree” was lit last week Thursday, while vocal group Choir! Choir! Choir! sang carols beside 2004 Canadian Idol runner-up Gary Beals. Oh, and there’s a charity component, with The Hive accepting online donations in support of The Dr. Jay Charitable Foundation. Good idea for a good cause, and good thing they didn’t keep the barrels stocked with whisky (it be like finding a pot of gold at the end of rainbow, just ready for ransacking).