"Every day we make it, we'll make it the best we can." For Jack that meant mellowing his whiskey drop by drop through 10 feet of sugar maple charcoal. Seven generations later, they still mellow the whiskey just as Mr. Jack did. The reason is simple – it imparts a distinctive smoothness folks have come to expect of Jack Daniel's charcoal mellowing which makes Jack Daniel's what it is – a Tennessee Whiskey and not a Bourbon