The safe that killed a renowned distiller is now offering consumers $100,000 in silver coins.

Jack Daniel's Distillery will put $1.5 million in media support behind its "Crack Jack's Safe" sweepstakes, kicking off Feb. 15.

The national sweepstakes promotion, supporting Jack Daniel's Tennessee whiskey, will give 40 to 60 finalists one chance each to win the coins, placed inside the original safe in Jack Daniel's office at the distillery he founded in 1866.

"The safe is the centerpiece of the distillery tour, and the promotion is based on the story behind the safe," said Erin Schlader, national marketing manager of Jack Daniel's Brands, a unit of Brown-Forman Beverages Worldwide. "Legend has it that Jack had a problem opening the safe one day [in 1905], lost his patience, kicked it and broke his toe. He eventually died from an infection that set in."

MAGAZINES AND RADIO

Print and radio support begins Feb. 15 in 15 cities. Color page ads break in March issues of magazines including George, Rolling Stone and Sports Illustrated. Simmons Durham, St. Louis, handles.

Participants can enter via official sweepstakes radio stations, magazine ads or a banner ad on Yahoo! that sends the user to a "Crack Jack" page. Participants also can register for the sweepstakes and play a safecracking trivia game on the Jack Daniel's Web site (www.jackdaniels.com).

Restaurants and liquor stores will host related events offering prizes.

In Lynchburg on June 19, finalists selected from among contest entrants will each receive a combination that might open the safe. The finalist with the