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.Tasting notes:Jack Daniel's, the iconic brand with cult status, has been produced in America's oldest registered distillery since 1866. Jack Daniel's is enjoyed neat, on the rocks or in a mix.

Drop by drop, the brandy seeps through a metre-thick layer of charcoal, which makes its taste unmistakably round, mild and characteristic.