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Beam, Straight Up: The Bold Story of the First Family of Bourbon



Beam, Straight Up: The Bold Story of the First Family of Bourbon

Fred Noe, Jim Kokoris

ISBN: 978-1-118-37836-6 September 2012 224 Pages


An insider's look at the Jim Beam brand, from a 7th generation Master Distiller

Written by the 7th generation Beam family member and Master Distiller, Frederick Booker Noe III, Beam, Straight Up is the first book to be written by a Beam, the family behind the 217-year whiskey dynasty and makers of one of the world's best-selling bourbons. This book features family history and the evolution of bourbon, including Fred's storied youth "growing up Beam" in Bardstown, Kentucky; his transition from the bottling line to renowned global bourbon ambassador; and his valuable business insights on how to maintain and grow a revered brand.

  • Includes details of Fred Noe's life on the road, spreading the bourbon gospel
  • Describes Fred's journey to becoming the face of one of America's most iconic brands
  • Shares a simple primer on how bourbon is made
  • Offers cocktail and food recipes

For anyone wanting a behind the scenes look at Jim Beam, and an understanding of the bourbon industry, Beam, Straight Up will detail the family business, and its role in helping to shape it.

Prologue ix

Foreword Kid Rock xi

Chapter 1 A Little History 1

Chapter 2 A Kentucky Boyhood 23

Chapter 3 Booker: Yes, Sir. 49

Chapter 4 College Man 71

Chapter 5 Starting Out 87

Chapter 6 The Making of a Bourbon

Ambassador 101

Chapter 7 Road Warrior 115

Chapter 8 The World Isn’t As Big

As I Thought 129

Chapter 9 Bourbon and Change 143

Chapter 10 The Beam Way: How to

Build a Company That Lasts 155

Chapter 11 Home 169

Appendix 177

Cocktails 177

Hangover Cure 182

Cooking with Bourbon 182

Acknowledgments 193

Index 195