Jack Daniel's believed "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. It refines the whiskey's rich flavour even before it is fully matured in barrels of their own making. Yes, it's a painstaking process that demands extra attention and makes the whiskey a bit more costly to craft.
But Mr. Jack wouldn't have it any other way.