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

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Overview

From the moment newborn Frederick Booker Noe III arrived homefrom the hospital in a spanking new 1957 Ford Fairlane that hisfather spent his last dime on, his family had high hopes. As theseventh generation of the world's most famous whiskey-makingfamily, would the young Fred be up to the task of carrying on the217-year-old legacy of the world's largest bourbon company and oneof the world's best known whiskies, Jim Beam Bourbon? Beam,Straight Up chronicles Fred's long and, at times, wild andhilarious journey of ...

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Overview

From the moment newborn Frederick Booker Noe III arrived homefrom the hospital in a spanking new 1957 Ford Fairlane that hisfather spent his last dime on, his family had high hopes. As theseventh generation of the world's most famous whiskey-makingfamily, would the young Fred be up to the task of carrying on the217-year-old legacy of the world's largest bourbon company and oneof the world's best known whiskies, Jim Beam Bourbon? Beam,Straight Up chronicles Fred's long and, at times, wild andhilarious journey of doing just that, while offering an insider'slook at this centuries-old dynasty.

The first member of the Beam clan to document its illustrioushistory, Fred shares his own tales of "growing up Beam" inBardstown, Kentucky, the "Bourbon Capitol of the World," and diveseven further into the growth of one of the world's best-sellingbourbons. Starting at the bottling line where he began his career,he describes the long and circuitous route he took to become arenowned global bourbon ambassador and the face of one of America'smost iconic brands. Along the way, Fred dispenses time-tested,quality business insights on how to maintain and grow a reveredbrand, along with a well-rounded view of the bourbon industry, theJim Beam brand, and his role in shaping it, including:

  • The making of a bourbon ambassador, from learning to speak"City-Southern" to an education in the distilling process
  • A simple primer on how bourbon is made, from the effects of theAmerican white oak barrel to the importance of the sweet limestoneKentucky water
  • The art of making your own stories and establishing yourreputation, and the role that reputation plays in selling yourproduct
  • How the Jim Beam family helped shape today's thriving bourbonindustry

For anyone looking to build a brand or a business that lasts,Beam, Straight Up offers colorful but invaluable businessadvice and insights that will help you establish your ownlegacy.

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Product Details

  • ISBN-13: 9781118378366
  • Publisher: Wiley
  • Publication date: 9/19/2012
  • Edition number: 1
  • Pages: 206
  • Sales rank: 780,761
  • Product dimensions: 5.40 (w) x 7.10 (h) x 1.00 (d)

Meet the Author

FRED NOE is the great-grandson of the legendarydistiller, Jim Beam, as well as Beam Inc.'s Global Brand Ambassadorand Master Distiller. He is the seventh-generation distillingBeam.

JIM KOKORIS is a longtime family friend, spokesperson,and publicist for the Beams. He is also the author of three novels:The Rich Part of Life, Sister North, and ThePursuit of Other Interests.

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Table of Contents

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

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