The motto of Jack Daniel was "Everyday we make it, we'll make it the best we
can". For him, this meant filtering his whiskey drop by drop through a three
meter thick layer of charcoal from the sugar maple.Seven generations later,
whisky is still filtered in the same way Jack used to filter it.

The reason for this: Filtering gives it the unmistakable mildness that you'd
expect from Jack Daniel's. The Charcoal Mellowing makes Jack Daniel's what it
is: not bourbon, but a Tennessee whiskey.

This process refines the full taste of the whiskey, even more so when it is
fully matured in casks of Jack Daniel's own production.

This is a laborious process that requires special attention and makes the
whiskey a little more expensive to make. However, another process would not have
met with Jack's approval.