Jack Daniel believed "Every day we make it, we'll make it the best that we can." For Jack, that meant mellowing his whiskey drop by drop through 10 feet of sugar maple charcoal.
Seven generations later, they still charcoal mellow there 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 is what makes Jack Daniel’s what it is – a Tennessee Whiskey and not a bourbon. Doing it twice is what makes Gentleman Jack what it is –unlike any whiskey in the world. We think you’ll agree that the whiskey emerging from this second trip through the charcoal is one of refined character, worthy of the name Gentleman.