The charcoal actually strips flavor from the distillate. Next time you're in a store, take a look at a Gentleman Jack, it's almost orange and is very light in flavor. It's because it is charcoal filtered a second time after aging, for about four hours, and the charcoal strips flavor and color from the liquid. The people at JD proudly claim this.
I've been to Jack D in Lynchburg 4 times, last year, the guide actually said that jack was "charcoal filtered to filter out that Bourbony flavor". She was proud as hell about it.
I just poured a Rock Hill Farms, might crack something special if we beat the dribbling rat-faces tonight.