OTS p33 Story Behind Dec08.qxp 03/12/2008 13:51 Page 33
story behind the serve · business building
Learning to beam with pride
In 1795 Jacob Beam sold his first barrel of bourbon, and over 200 years
later his great-grandson Frederick Booker Noe is the man charged with
making Jim Beam bourbon. Kevin Scott caught up with him on a recent
trip to Scotland to find out what makes Jim Beam stand out, and why
bourbon is making a comeback.
It’s not absolutely certain but it’s with a certain on the brand. A seven week consumer
conviction that Fred Noe proudly proclaims his sampling campaign has also been completed
business is the oldest family-run company in of late. “When we come into the UK we’ve
the USA. Fred is the seventh generation got a lot of work to do. We need to educate
master distiller at Jim Beam, and it’s this people on what bourbon is and how its made.
family heritage that he says makes it stand There are a lot of misconceptions out there so
out. “We’re the best because we’ve been we want to tell people what makes us what
doing it a long time. We’ve mastered the we are.”
technique and we still make the bourbon in And Fred gets no bigger kick than winning
more or less the same way. My dad learned over a new fan. “When people understand it Fred Noe has been making
from his ancestors and he taught me.” and you see people’s eyes light up, I enjoy Jim Beam for 24 years.
The recipe for Jim Beam is therefore well that. I enjoy meeting customers and educating
established and consistency is a word Fred them. It might make someone pick up a getting. “There are laws and rules in place that
emphasises more than once, and there’s a bourbon and try it. It’s about intriguing regulate the drink so when you pick up a
good reason for that. “Every time you get a people’s minds and getting them to try it.” bottle you know what’s been done. It’s the
bottle of Jim Beam there’s no guess work. It’s The trade has a hugely important role to same as Scotch in that respect.”
always the same, it’s a staple. It’s been about play in this, which in Fred’s eyes, makes them It’s no coincidence that Fred compares
forever and is staying that way. That’s why our part of the Jim Beam family. “If you’re bourbon to Scotch. After all they are both
product has stayed up there over history, and consuming the product you want to whiskies, and Fred admits he is a fan of our
right now Jim Beam White Label is the understand it and bartenders can help there. I own whisky. “I enjoy being in Scotland and
number one bourbon in the world.” want to get barkeepers supporting our brands going into bars and seeing the camaraderie
White Label is matured for four years in so it’s important to go in there and shake their and tasting different whiskies. People here
new, charred oak barrels, and Fred describes it hands. Once you begin that relationship with appreciate good whisky and they understand
as the product that pays the bills. “It’s very them, when someone comes in looking for a how to drink it. I’ve got a lot of friends in the
mixable, light, easy to drink, and mixes well bourbon what bottle are they going to grab? Scotch business and I like hanging with them
with just about everything you could possibly They’re going to grab mine.” – they give me Scotch, I give them bourbon.
want. That’s the product that keeps us in The popularity of bourbon has fluctuated in When we get together it’s not a competition,
business and lets us do other things, like our Fred’s time, but on his travels, and looking at there’s a lot of love between us.”
small batch collections.” sales reports, Fred has noticed it growing in And as you’d expect there is some light
Of course, over the 24 years he’s been popularity again: “I think people are getting hearted competition between them. “I tease
responsible for the bourbon you sell, and tired of the clear stuff. You mix it and whatever Scotch makers and remind them they
possibly drink, there’s been a lot of changes – you mix it with that’s what it tastes like. With wouldn’t be able to make their stuff without
with Fred naming computers as the biggest bourbon, it brings a flavour to the drink, it’s my stuff being in the barrels first,” jokes Fred.
difference to the way bourbon is made. got some character.” Fred also highlights its When the working day is done and Fred is
Computers can control the temperatures of use in classic cocktails, something else that is kicking back on his porch and in the mood for
the stills, which Fred can even monitor from quickly coming back into fashion. a drink, a bottle of Jim Beam Black is never far
his house, while the levels of grain used in As a bourbon, Jim Beam must be made away, and with a touch of water added, he is
each batch is a lot more consistent then when with 51% corn, distilled in new barrels, be a content man. “That’s my favourite bourbon
they were measured by hand. less than 80% abv when it’s brought out of in the whole portfolio. It’s great value. For
Fred’s time isn’t just spent in the distillery, the stills, and it must be 40% or above when what you pay you are getting a tremendous
and his recent trip to Scotland is part of a it’s bottled. These rules, says Fred, are there to bourbon. You can pay a hell of a lot more and
process by Beam Global to educate the trade help people know what they’re get a hell of a lot less.”
So will there be an eighth generation
keeping a watchful eye on the stills? “My son
UIforwardWin a case of Jim Beam Distillers Series
just turned 21 and hopefully he’ll come into
OTS has teamed up with Jim Beam to offer readers the chance to win a case
the business once he’s finished college, then
of Jim Beam Distillers Series. The bourbon is a unique liquid dedicated
a ninth and tenth generation,” says Fred. “It’ll
to celebrating a unique heritage. It is aged for seven years and has a 45%
keep going long after I’m dead and gone. It’s
ABV. Jim Beam Distillers Series is a limited edition that will offer a fantastic
cool to think we’ll carry this tradition on. That’s
addition to any gantry. To enter, simply e-mail your name and pub details
what I look forward to, being able to pass it
to cthomson@55noth.com, with ‘Jim Beam’ in the subject line or send a
on to my son. My dad did it and saw his eyes
postcard to: Jim Beam competition, OTS, Waterloo Chambers, 19 Waterloo
light up when I came into the business. I
Street, Glasgow G2 6AY.
couldn’t think of anything else I’d rather do.”
www.55north.com/ots_home.asp · december 2008 · ots · 33 ·
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