Jack Daniel believed “Every day we make it, we’ll make it the best we can.” For him, that meant mellowing his whiskey drop by drop through ten feet of sugar maple charcoal.
Seven generations later, we still mellow our whiskey just as Mr. Jack did. The reason is simple: it imparts a distinctive smoothness folks have come to expect from Jack Daniel’s. Charcoal Mellowing makes Jack Daniel’s what it is – a Tennessee Whiskey and not a Bourbon. It refines our whiskey’s rich flavor even before we fully mature it in barrels of our own making. Yes, it’s a painstaking process that demands extra attention and makes our whiskey a bit more costly to craft. But Mr. Jack wouldn’t have it any other way. Neither would we.