Jack Daniel's motto was "Everyday we make it, we'll make it the best we can".For
him, that meant filtering his whiskey drop by drop through a three-meter-thick
layer of charcoal from the sugar maple. Seven generations later, the whiskey is
still filtered the same way Jack did back then. The reason: Filtering gives it a
distinctive mildness that has come to be expected from Jack Daniel's. Charcoal
mellowing makes Jack Daniel's what it is: not a bourbon, but a Tennessee
whiskey. This process refines the full flavor of the whiskey, even before it is
fully aged in barrels, of Jack Daniel's own manufacture. A laborious process
that requires special attention and makes the production of the whiskey a little
more expensive. However, any other process would not have met with Jack's
approval.