Jack Daniel's believed "Every day we make it, we'll make it the best we can." For Jack that meant mellowing his whiskey drop by drop through 10 feet of sugar maple charcoal. Seven generations later, they still mellow the whiskey just as Mr. Jack did. The reason is simple it imparts a distinctive smoothness folks have come to expect of Jack Daniel's charcoal mellowing which makes Jack Daniel's what it is a Tennessee Whiskey and not a Bourbon. It refines the whiskey's rich flavour even before it is fully matured in barrels of their own making. It's a painstaking process that demands extra attention and makes the whiskey a bit more costly to craft. But Mr. Jack wouldn't have it any other way.

Chris Fletcher, had previously served for six years as Assistant Master Distiller, and will be responsible for the overall quality of Jack Daniels from grain to glass, innovation and serve as a global ambassador. Born and raised in Lynchburg, and now carrying on a family tradition, Fletcher is the grandson of former Master Distiller Frank Bobo, who served in the role from 1966 until his retirement in 1989. "It's an honor to be named Master Distiller here at Jack Daniel's and join a line of folks whove made the best whiskey in the world, said Chris Fletcher. Over the last 17 years, Ive been able to learn and work alongside so many talented whiskey makers, and I am very grateful for the mentors I've had, including Jeff Arnett who taught me so much. Our distillery and team here in Lynchburg are the best in the business, and I cannot wait to continue to work with them crafting the world's favorite Tennessee Whiskey."