Most everyone in Jack Daniel’s hollow has sense enough co gee ouc of the rain, but even that doesn’t cause much hurry.
We still make our whiskey the slow, old-fashioned Tennessee way. And that calls for Charcoal Mellowing every drop down through 10 feet of rick-burned, hard maple charcoal … a leisurely trip that takes twice as long as all the other whiskey-making steps put together. So you see, all the time
and patience we put into Jack Daniel’s sippin’ whiskey has kept us out of the habit of hurrying.
Charcoal Mellowed Drop by Drop
© 1962, Jack Daniel Distillery, Lem Motlow, Prop., Inc
Tennessee Whiskey – 90 Proof by Choice
Distilled and Bottled by Jack Daniel Distillery
Lynchburg (Pop. 384), Tenn.