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.



The Tennesse Travelers series shows Jack's longing to discover the world.