The motto of Jack Daniel was "Everyday we make it, we'll make it the best we can". For him, this meant filtering his whiskey drop by drop through a three meter thick layer of charcoal from the sugar maple.
Seven generations later, whisky is still filtered in the same way Jack used to filter it.
The reason for this: Filtering gives it the unmistakable mildness that you'd expect from Jack Daniel's. The Charcoal Mellowing makes Jack Daniel's what it is: not bourbon, but a Tennessee whiskey.
This process refines the full taste of the whiskey, even more so when it is fully matured in casks of Jack Daniel's own production.
This is a laborious process that requires special attention and makes the whiskey a little more expensive to make. However, another process would not have met with Jack's approval.
This Special Edition is dedicated to the 125th anniversary of the Red Dog Saloon.
In the past this saloon was located in Lynchburg Town Square, but today only myths and legends of this saloon are left.
Jack Daniel's the brand icon with cult status, has been produced in America's oldest registered distillery since 1866. Jack Daniel's can be enjoyed neat, on the rocks or in a mix.
Drop by drop, the fire seeps through a metre-thick layer of charcoal, making its taste unmistakably round, mild and characteristic.