WE HOLD CHARCOAL IN A HIGHER REGARD

Starting a massive fire would get you in a heap of trouble at most jobs. But at the Jack Daniel Distillery, it’s an essential part of what we do. If we didn’t start with fire, we wouldn’t get the fine smooth sippin’ Tennessee Whiskey that follows.

Three days a week, three times a day, we stack pallets of hard sugar maple five feet high and douse them in raw unaged whiskey before setting the wood ablaze. It might seem like a waste of perfectly good whiskey, but we don’t see anything as a waste when it comes to making Jack Daniel’s. The inferno peaks at over 2,000 degrees Fahrenheit before burning down into smoldering embers. These pellets are then raked over until finally cool and ready to slowly mellow our Tennessee Whiskey.

Fire is certainly destructive. But for Jack Daniel’s, the smoothness of our whiskey depends on it.