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

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

Fred Noe , Jim Kokoris
4.2 out of 5 stars  See all reviews (12 customer reviews)

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Editorial Reviews

From the Inside Flap

From the moment newborn Frederick Booker Noe III arrived home from the hospital in a spanking new 1957 Ford Fairlane that his father spent his last dime on, his family had high hopes. As the seventh generation of the world's most famous whiskey-making family, would the young Fred be up to the task of carrying on the 217-year-old legacy of the world's largest bourbon company and one of the world's best known whiskies, Jim Beam Bourbon? Beam, Straight Up chronicles Fred's long and, at times, wild and hilarious journey of doing just that, while offering an insider's look at this centuries-old dynasty.

The first member of the Beam clan to document its illustrious history, Fred shares his own tales of "growing up Beam" in Bardstown, Kentucky, the "Bourbon Capitol of the World," and dives even further into the growth of one of the world's best-selling bourbons. Starting at the bottling line where he began his career, he describes the long and circuitous route he took to become a renowned global bourbon ambassador and the face of one of America's most iconic brands. Along the way, Fred dispenses time-tested, quality business insights on how to maintain and grow a revered brand, along with a well-rounded view of the bourbon industry, the Jim 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 the American white oak barrel to the importance of the sweet limestone Kentucky water
  • The art of making your own stories and establishing your reputation, and the role that reputation plays in selling your product
  • How the Jim Beam family helped shape today's thriving bourbon industry

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

From the Back Cover

Praise for Beam, Straight Up

"I've known Fred for years. He's a natural entertainer—he's lived the life—and this book is pure entertainment."
—Kid Rock

"Fred Noe has made us a part of the 'family' of Jim Beam since the beginning of our relationship thirteen years ago. Cheers to Fred for giving us a glimpse behind the scenes of our favorite bourbon in the world!"
—Eddie Montgomery of multiplatinum country duoMontgomery Gentry

"We're honored to play a part in the storied history of Jim Beam—and there's no better person to tell the story than Fred Noe himself."
—Troy Gentry of multiplatinum country duo Montgomery Gentry

"If you want the inside scoop from Bourbon royalty—and my personal mentor—then read this book and enjoy firsthand the colorful stories of one of the most respected, well-traveled, and hilarious members of Beam's family . . . Fred Noe."
—Bernie Lubbers, "Whiskey Professor" and author of Bourbon Whiskey: Our Native Spirit

"Fred Noe is more than just the scion of a famous family. He is a real guy with real stories, and reading them, you can see how it wasn't all bourbon and roses for him growing up and getting to where he is today."
—Charles K. Cowdery, author of Bourbon, Straight

About the Author

FRED NOE is the great-grandson of the legendary distiller, Jim Beam, as well as Beam Inc.'s Global Brand Ambassador and Master Distiller. He is the seventh-generation distilling Beam.

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 The Pursuit of Other Interests.

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