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.Tasting notes:Jack Daniel's the brand icon with cult status, has been produced in America's oldest registered distillery since 1866. Jack Daniel's can be enjoyed neat, on the rocks or in a mix. Drop by drop, the fire seeps through a metre-thick layer of charcoal, making its taste unmistakably round, mild and characteristic.