Beam, Straight Up
The Bold Story of the First Family of Bourbon
By Fred Noe,
Seventh Generation Jim Beam® Bourbon Master Distiller and Global Brand Ambassador
The evolution of bourbon in American history is a rich and complex one,
and the seven (and counting) generations of the Jim Beam family have
been right there at the forefront of its storied transformation for the
past 217 years to experience it in all its glory.
In his delightful new book, Beam, Straight Up: The Bold Story of
the First Family of Bourbon (Wiley; $22.95; September 2012,
978-1-118-37836-6), seventh generation Beam family member Frederick
“Fred” Booker Noe III chronicles how the First Family of Bourbon – the
Beams – molded the bourbon industry into what it looks like today, and
even reveals his own individual journey towards marking his footprint in
the family business.
Back in the day, every Bourbon distiller in Kentucky was a relative of
the Jim Beam family, but with the release of this new book, Noe has
become the only family member ever to author a book about the
Beams’ illustrious role in the distillery industry. His effortlessly
fun, but honest demeanor shines through in the process, providing a
fresh new perspective on how to survive in an age-old business.
In Beam, Straight Up, Noe not only offers valuable
business insights and takeaways for any business person, he also shares
his personal story of coming to terms with and reflecting on his own
life, defining life milestones as colored by his family’s line of work,
and eventually touching on his personal relationship with his character
of a father, Booker Noe. Besides this, however, he also opens up about:
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His life on the road, spreading the bourbon gospel
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The legacy behind creating the world’s No.1-selling bourbon, Jim Beam
Bourbon
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His long journey to becoming the face of one of America’s most iconic
brands
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Special cocktail and food recipes
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The bourbon industry today, and how the Jim Beam family helped shape it
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The various sponsorships, charities and events that the company
supports
Part biography and part business book, this entertaining yet sincere
account presents a spirited lesson on how to live up to your potential,
and perhaps even more importantly, how to enjoy your whiskey along the
way.
For more information about Jim Beam, visit www.jimbeam.com
or find Fred Noe on Facebook at www.facebook.com/jimbeam.
