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-metre-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: The 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.

Through this process, the full flavor of the whiskey is refined, even before it
is fully aged in barrels, of Jack Daniel's own making.

It's a painstaking process that requires special attention and makes the whiskey
a bit more expensive to produce. However, any other process would not have met
with Jack's approval.