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 10-foot layer of charcoal from the sugar maple.
Jack Daniel built his distillery in Lynchburg, Tennessee USA because the water from the limestone springs here is optimal for whiskey production; among other things, it is completely iron-free. The water and the special charcoal filter process, the charcoal melting, ensure the unmistakable mildness and the full taste of the whiskey and makes Jack Daniel's what it is: not a bourbon, but a Tennessee whiskey. This filtering process sees the whiskey drop by drop through a 10-foot layer of charcoal made from sugar maple on the distillery's premises for approximately 12 days. Seven generations later, the Jack Daniel Distillery (the oldest registered distillery in the United States) still filters their whiskey the same way Jack did back then.
