The adherence to detail that comes with making our whiskey starts with crafting our own charcoal for mellowing. 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 they do. If they didn’t start with fire, they wouldn’t get the fine smooth sippin’ Tennessee Whiskey that follows.
Fire also has a lot of stopping power. Even on Facebook. We thought it would be a great idea to host a Facebook Live contest where the viewers could guess how long it would take until the fire was faded. This would allow the consumer to get accustomed to the process of making Jack.