According to Jack Daniels, "Every day we make it, we'll give it our all." For Jack, this meant pouring his whisky over 10 feet of sugar maple charcoal, drop by drop. They still mellow the whisky the same way Mr. Jack did seven generations ago. It offers the unique smoothness that people have come to expect from Jack Daniel's charcoal mellowing, which distinguishes Jack Daniel's as a Tennessee Whiskey rather than a Bourbon. Even before it is fully matured in their own barrels, it refines the whiskey's rich flavour. It's a time-consuming process that necessitates extra care and makes the whisky more expensive to produce. Mr. Jack, on the other hand, would not have it any other way.