New Jersey
70°
light rain
humidity: 88%
wind: 10mph NE
H 70 • L 70
Weather from OpenWeatherMap

Jim Beam’s Newest Release Won’t Be a Bourbon

Jim Beam's Newest Release Won't Be a Bourbon

Jim Beam is gearing up to release a new whiskey this October called Little Book, spearheaded by eighth-generation family member Freddie Noe, son of the esteemed Fred Noe and grandson of the legendary Booker Noe. A barrel-proof blended whiskey instead of a bourbon, it’s the first expression to be created by Freddie for the world’s best-selling bourbon brand. Freddie’s official title at Jim Beam is fermentation manager, but he’s had his hands in almost every department at the distillery since starting work there in 2013. Of course, he’s been around bourbon his entire life.

Advertisement – Continue Reading Below

Little Book (which is also Freddie’s childhood nickname) clocks in strong at around 120 proof and will cost $79.99, putting it into premium whiskey territory. It’s smooth and flavorful, and has the characteristic nutty Jim Beam undertones without tasting like any other Beam product. Kentucky boys Freddie and Fred Noe sat down for this exclusive interview to talk about the process of creating a new whiskey, their bourbon family legacy, and the enduring popularity of brown spirits.


Jim Beam

Little Book will be a first for Freddie and Jim Beam.

Freddie: Little Book is my premiere. It’s an annual release that features a new and unique blend each year that will be uncut and unfiltered to honor my granddaddy Booker and how he created Booker’s. Little Book was a nickname that he gave me as I was growing up, and it kinda stuck. My grandmother, up until the day she died, she’d look at me and go, “You act just like your granddaddy.”

It’s a blended whiskey because I took some Kentucky straight bourbon and blended it with the typical components of a bourbon mash bill: corn whiskey, rye whiskey, and malt whiskey. I played with those liquids and came up with this blend. It’s a straight whiskey because all the liquid is at least two years old. This is uncut, straight from the barrel.

Advertisement – Continue Reading Below

The right way to drink whiskey is however you choose to drink whiskey.

Freddie: Just drink it any way you want. I like it either neat or with a couple of cubes of ice; as the ice melts it dilutes it and changes the flavor as you sip.

A good nose is important in the whiskey business.

Fred: Freddie has always had a great nose. Even when his grandfather was still alive, he would let him smell stuff. He always said, “That boy’s gonna do good if he decides to go into the liquor business. He’s got a good smeller on him.” He never would let him taste liquor, but as far as smelling, he said, “That boy’s got a good nose.” Freddie’s got a lot of his grandfather in him as far as innovation, where he’s trying different things. So when he said he was working on a blend, I said to go for it. It’s not like I told him what to do. I’m very proud to see what he came up with all by himself. He’s got a great future in the bourbon business.

Only release a whiskey that you’d drink yourself.

Fred: On my travels, I hear what people want. For example, our single barrel. We never had a single barrel expression while Dad was alive; he was never a big single barrel fan. As I traveled, after Dad quit, people kept asking for a single barrel. So we had an innovation meeting, and I said, “Let’s do it.” But the big thing is to create products that you’d be proud to drink yourself, something you’d give to your family and friends. Freddie’s got a pretty good focus group here in Bardstown with me and my friends, and Freddie and his friends. You get two generations of bourbon lovers and you can test drive it on them. Our buddies will tell you real quick if it’s not worth a damn.

Freddie: Something an old-timer told me when I was just starting out was: “If you come into this distillery and you don’t learn something every week, you’re doing something wrong.” And it’s true. There’s always something new to learn, something to tinker with. I think that blending has given me an opportunity to learn even more than we’ve done before.

His grandfather always said, “He’s got a good smeller on him.”

Never rest on your laurels, even if you are one of the best-selling whiskeys in the world.

Freddie: My mission is to carry on the tradition. I’m very proud of my family heritage and the seven generations before me, the stories that my dad and granddad have shared with me about Jim Beam and T. Jeremiah and everyone. It’s an honor to carry on that tradition. It’s about the education and learning what can you do when you blend this or tinker with the still or aging something in a different portion of the rack house.

Fred: People want new and different things, even though we are the world’s number-one selling bourbon. Freddie, with his blending, that’s something that’s gonna open up new doors for us. You’ve gotta come up with new stuff; you can’t just sit on the old laurels of being the number-one bourbon. Dad came up with the small batch bourbons years ago, and it rekindled the fire of the bourbon category. My and Freddie’s job is to nurture this business and pass it off to future generations. We didn’t start it, and let’s hope we don’t end it.

Bourbon’s popularity is rapidly increasing, with no signs of slowing.

Fred: We’re riding a good wave right now. The popularity of bourbon is at an all-time high and people are trying new products. You went back 50 years ago, you wouldn’t have any luck with new products because people were stuck on one particular brand. Nowadays, they look for new things.

Freddie: More people are trying new products, wanting different things to try. It’s a great time in the industry, a golden age of growth. It’s the perfect time to release something that’s unique and different from anything we’ve done before.

Fred: Consumers are a lot more educated about the products. You go back years ago, there was very few women into bourbon. You came to tastings back when Dad was doing them, you would watch the women slide their glasses to the men who brought them there. Nowadays, you see groups of women on the Bourbon Trail, bachelorette parties. Girls are getting into bourbon. Classic cocktails are making a comeback with fresh ingredients. All this is fueling the fire under the bourbon category. The end is not in sight, at this point anyway. We’re expanding our distilleries as we speak to make more. Everybody around here is ramping up production. We don’t see it stopping anytime soon.

21 comments on “Jim Beam’s Newest Release Won’t Be a Bourbon”

  1. http://tinyurl.com/ycev9vb3

    I really like your blog.. very nice colors & theme. Did you design this website yourself or did you hire someone to do it for you?
    Plz reply as I’m looking to design my own blog and would like to know
    where u got this from. cheers

  2. instacart promo code august 2017

    Hello to every single one, it’s actually a fastidious for me to
    go to see this web site, it consists of useful Information.

  3. instacart promo code

    Asking questions are genuinely good thing if you are not understanding something totally, except this
    piece of writing offers fastidious understanding yet.

  4. tinyurl.com

    Greetings! Very useful advice in this particular post!
    It’s the little changes that will make the largest changes.
    Thanks a lot for sharing!

  5. tinyurl.com

    With havin so much content do you ever run into
    any problems of plagorism or copyright infringement?
    My site has a lot of unique content I’ve either written myself or outsourced but it looks
    like a lot of it is popping it up all over the web without
    my authorization. Do you know any ways to help prevent content from
    being ripped off? I’d definitely appreciate it.

  6. Sno Cone Machines for Kids

    Ahaa, its pleasant conversation about this article here at this weblog, I have read all that, so now me also commenting at this place.

  7. publix.com/delivery

    Oh my goodness! Incredible article dude!
    Many thanks, However I am experiencing troubles with your RSS.
    I don’t know why I can’t join it. Is there anybody getting
    similar RSS problems? Anybody who knows the solution will you kindly respond?
    Thanks!!

  8. publix grocery delivery service

    Hello, this weekend is fastidious designed for me, because this time i am reading this fantastic
    educational post here at my home.

  9. publix home delivery

    I am curious to find out what blog system you have been utilizing?
    I’m having some minor security problems with my latest blog
    and I would like to find something more safeguarded.
    Do you have any suggestions?

  10. publix grocery delivery service

    Remarkable issues here. I am very satisfied to peer your article.
    Thanks a lot and I’m having a look forward to contact you.
    Will you kindly drop me a mail?

  11. instacart publix

    It’s the best time to make some plans for the future and
    it’s time to be happy. I have read this post and if I could I wish to suggest you some interesting things or suggestions.
    Perhaps you can write next articles referring to this
    article. I desire to read even more things about it!

  12. It’s awesome to pay a visit this website and reading the views of
    all mates concerning this article, while I am also zealous of getting familiarity.

  13. publix grocery delivery

    An intriguing discussion is worth comment.
    I do think that you should publish more about
    this topic, it may not be a taboo subject but
    generally people don’t talk about such issues. To the next!
    Best wishes!!

  14. publix online

    Great post. I was checking continuously this blog and I am impressed!
    Extremely useful information specially the last part 🙂
    I care for such info much. I was looking for this certain information for a very long time.
    Thank you and good luck.

  15. instacart coupon code 2017

    Hi, all is going perfectly here and ofcourse every one is sharing data, that’s truly good, keep up writing.

  16. instacart promo code october 2017

    This is a good tip especially to those fresh to the blogosphere.
    Brief but very precise information… Many thanks for sharing this one.
    A must read article!

  17. tinder dating site

    I know this if off topic but I’m looking into starting my own blog and
    was curious what all is required to get set up? I’m assuming having a blog like yours would cost a pretty
    penny? I’m not very internet savvy so I’m not 100% sure.
    Any suggestions or advice would be greatly appreciated.
    Thanks

  18. tender dating

    When some one searches for his required thing, so he/she wants
    to be available that in detail, so that thing is maintained over here.

  19. tinder dating site free

    Thanks for every other informative web site. Where else could
    I am getting that kind of information written in such an ideal means?
    I have a undertaking that I’m simply now working on,
    and I have been at the look out for such information.

  20. tender dating site free

    Hi there! This is my first comment here so I just wanted to give a quick shout out and say I genuinely enjoy reading through your articles.
    Can you suggest any other blogs/websites/forums that deal with the same subjects?
    Thank you so much!

Leave a Reply

Your email address will not be published. Required fields are marked *

Online Magazines: Provide you with rich,popular beauty tips,gourmet recipes,travel tips,fitness programs,car news,beauty pictures,men pictures,technology news,lifestyle and online games.

Contact Us:

Email: contact@onlinemagaziness.com

Flickr

    Newsletter

    COPYRIGHT © 2017 BY ONLINEMAGAZINESS.COM

    Privacy Policy

    DMCA