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Mellowed drop by drop through 10-feet of sugar maple charcoal, then matured in handcrafted barrels. And this Tennessee Whiskey doesn’t follow a calendar. It’s only ready when tasters say it is. It's judged by the way it looks. By its aroma. And of course, by the way it tastes. It’s how Jack Daniel himself did it over a century ago. And how it's still done today.