"We do things a little differently around here" – and that's what gives Jack Daniel's its distinctive character. They Charcoal Mellow their whiskey drop by drop, then let it age in their  own handcrafted barrels. And they don't follow a calendar. Their Tennessee Sippin' Whiskey is ready only when their tasters say it is. They use their senses, just like Jack Daniel himself did. In fact, more than a century later, their Tennessee Whiskey is still judged the same way. By the way it looks. By the way it smells. And of course, by the way it tastes. Jack Daniel believed "Every day we make it, we'll make it the best we can." For him, that meant mellowing his whiskey drop by drop through ten feet of sugar maple charcoal. Seven generations later, they still mellow their whiskey just as Mr. Jack did. The reason is simple: it imparts a distinctive smoothness folks have come to expect from Jack Daniel's. Charcoal Mellowing makes Jack Daniel's what it is – a Tennessee Whiskey and not a Bourbon. It refines their whiskey's rich flavor even before they fully mature it in barrels of their own making. Yes, it's a painstaking process that demands extra attention and makes their whiskey a bit more costly to craft. But Mr. Jack wouldn't have it any other way. Neither would they.