All I Want for Christmas Is This Tree Made of Jameson Whiskey Bottles

‘Tis the season for savoring time-honored traditions: Chestnuts roasting on an open fire. Stockings hung by the chimney with care. Trimming a ginormous tree made of Jameson Irish Whiskey bottles…

The distiller is offering seven such trees—which are 9 feet tall with built-in lighting systems, and worth about $5,000 apiece—in a contest that runs through Nov. 20.

Each of these impressive displays features 72 1-liter bottles, 58 750-ml bottles, and a wooden-barrel base. Company specialists will assemble these big-ass branded bad-boys in about two hours at winners’ homes. The bottles are empty, but the prize does come with a $45 gift card to buy some Jameson Black Barrel.

“Given that this season is quite different, we decided to take some inspiration from our founding father, John Jameson, who went to extraordinary lengths to share his whiskey with the world,” brand director Angelica Scibilio tells Muse. “And while we can’t know exactly how he’d celebrate the holiday after the year we’ve had, we like to think he’d choose an unprecedented, legendary tree designed to spread extra cheer.”

Or else he’d wrestle an octopus, most likely.

Pernod Ricard-owned Jameson believes its devotees will find the contest—coming as alcohol sales (outside of bars and restaurants) have surged during the pandemic—more compelling than a typical ad campaign.

“We have a passionate fan base, and when we have something that speaks to that passion, a contest is an effective way to reach and engage them,” Scibilio says.

And once the holidays are over, well, you’ll still have that titanic yuletide tribute on hand all year round. That’s … great? (Each tree comes with a storage crate, on the off chance you get sick of seeing it in your living room.)