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 whisky is still filtered the same way Jack did back then.

The reason for this: 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.

This process refines the full flavour of the whiskey, even before it is fully
matured in barrels of Jack Daniel's own manufacture.

A laborious process that requires special attention and makes the whiskey a
little more expensive to produce. Any other process, however, would not have met
with Jack's approval.