Jack Daniel was obsessed with making nothing but the finest Whiskey. For him, that meant mellowing his Whiskey, drop by drop, through ten feet of sugar maple charcoal. Seven generations later, The Jack Daniel team still mellow their Whiskey just as Jack did, it imparts a distinctive smoothness that folks have come to expect. Charcoal mellowing makes Jack Daniel what it is, a Tennessee Whiskey and not a Bourbon. It refines the rich flavour even before it's fully matured in Jack Daniel coopered barrels.