by One of the best things about being a bourbon enthusiast is learning the stories and history of the interesting people who create our favorite whiskey. Before long, you feel a personal connection to individuals who are the face of a brand, even when you know the giant-global-whiskey-industrial-complex is filling 1,500 barrels of bourbon a day at one distillery.
And so, it is with the eight generations of Beams and Noes who have served as distillers for the Beam brand, including the last two who I’ve met in person. The Beam/Noe family tree is promoted as “the first family of bourbon” by Beam Suntory, the largest producer of whiskey on the planet. This dichotomy works because the human faces of this global brand are as genuine, down-to-earth, and personable as someone you’ve known your whole life. This personal and heartwarming connection was on full display recently in Clermont, Kentucky.
The company put on a party recently for invited guests and dignitaries, including Kentucky’s Governor Andy Beshear and Beam Suntory President and CEO Albert Baladi. The day was to dedicate the newly revamped James B. Beam Distilling Company Homestead. It includes a reimagined visitors center and tours, the Fred B. Noe Distillery, and The Kitchen Table restaurant.
But the real stars of the day were the father and son duo Fred (7th generation) and Freddie (8th generation) Noe.
Fred genuinely surprised his son Freddie (and choked himself up in doing so) with the news that Freddie now can add Master to his distiller title. Freddie is now Master Distiller of the Fred B. Noe Distillery, named in his father’s honor. This is the first time in Beam distilling history that two Master Distillers will work side by side.
“There is nothing in this world that would give me more pleasure and make me prouder than seeing Freddie step into the role of Master Distiller,” Fred said as he led the crowd in a toast later.
“One of my biggest regrets is to never have distilled alongside my own father, Booker, so working side-by-side with Freddie will be a dream come true,” Fred continued. “I believe that a Master Distiller should understand the craft of distilling, uphold quality, and honor tradition while spearheading innovation. Freddie embodies this wholeheartedly and I look forward to seeing Freddie lead the charge in creating the next generation of whiskeys that help to grow the American Whiskey category around the world.”
Freddie was first able to surprise his dad at the groundbreaking of the Fred B. Noe Distillery nearly two years ago. Fred had no idea the new distillery would bear his name.
As they say, “turnabout is fair play,” and now it was time for the father to catch the son off guard with the announcement of his new title. “I think I got a chance to surprise him today,” Fred told the crowd.
After Fred’s emotional announcement Freddie got a chance to respond.
“It is an honor beyond words to follow in my father’s footsteps,” Freddie Noe said. “I will continue to honor the 227 years of family craft and experience in my work every day by dedicating myself to making genuine quality whiskey while pushing the brand forward.”
In his remarks, Freddie noted that his grandfather Booker Noe got the distillery back up and running 120 days after Prohibition ended. He suspected his grandfather might have a thing or two to say about the nearly 2.5 years it took to revamp the current Beam Homestead.
The party was one to remember, with food, music, tours, and filling our own bottle of Knob’s Creek right on the line and sealing it with our own thumbprints. We even got to sign a Homestead Commemorative Barrel and watch it being filled.
The Fred B. Noe Distillery that Freddie oversees is home to super-premium expressions like Bookers and Little Book. (Little Book was the nickname Freddie’s grandfather Booker Noe gave him). As you enter the main room of the distillery, you pass beneath a sign with a message from Fred: “To my family, past, present, and future.”
This distillery is not open to the public and is where much of the experimental distilling, fermentation, and blending will happen, under Freddie’s watchful eye, that guides Beam into the future. Read more about my tour of the facility with Freddie here.
The family theme also runs throughout The Kitchen Table restaurant, which has fast become one of the best stops for foodies on the Kentucky Bourbon Trail.
Both father and son worked with the outstanding chefs here to incorporate Beam and Noe family favorites into the menu of upscale Southern comfort food. Read more about the Kitchen Table here.
Does the announcement of a new master distiller mean Fred is retiring?
“I ain’t leavin’ just yet,” the senior Noe told the crowd to a roar of laughter. Fred Noe will remain Beam Master Distiller, overseeing the James B. Beam Distilling Company’s portfolio of brands including Jim Beam Bourbon, Knob Creek Bourbon, and Basil Hayden.
Fred wrapped up the day’s festivities with a toast as everyone raised a glass to the pomp and circumstance of the day.
As Fred drank from his Glencairn glass, the crowd broke up over his final words, “Damn, I needed that.”
Just like somebody you’ve known your whole life.
