Jim Beam Master Distiller pays a visit to London

9th May 2018

Fred Noe, Jim Beam’s great-grandson and seventh generation master distiller for Jim Beam® Bourbon, the world’s No. 1 bourbon, has arrived in London for a series of unique tastings and masterclasses offering bartenders a personal insight into the past, present, and future of the brand.

Visiting five cities in five countries across Europe, including the UK, Austria, Germany, Italy and France, Fred will be the keynote speaker at the launch of Jim Beam’s new UK bartender seminars, ‘Jim Beam Presents: Class of 2018’.

He will then kick off the first in a series of ‘college classes’ with unique twists,  giving bartenders a deeper understanding of bourbon today – before handing over to a ‘faculty’ of leading lights from the cocktail world.

The whistle-stop tour of London, Vienna, Hamburg, Rome, and Paris, will offer a unique insight into the history of bourbon and Jim Beam’s pivotal role within it, as told by Jim Beam’s direct descendant.

Fred Noe, Master Distiller for Jim Beam, said: “As I’ve travelled around enjoying bourbon with fans across the globe, I’ve noticed that we are in the midst of a golden age for American Whiskey - with more and more bars and restaurants featuring ‘America’s Native Spirit’ on their menus, and more people discovering bourbon than ever before.

“Visiting Europe’s iconic cities means I will get to meet some of the best bartenders in the world today, raising a glass and sharing stories from my family’s seven generations of crafting bourbon. Personally getting to know more of the UK’s customers and bartenders and welcoming them into the Beam Family.  As we say at Jim Beam, ‘Come as a friend, and leave as Family.’”

The tour of Europe comes in the wake of the continued growth of global bourbon sales with Jim Beam announcing earlier this year that that they have filled a landmark 15 millionth barrel since Prohibition and currently produce 50% of all the Bourbon in the world.

Johna Penman, Head of Brands, Edrington-Beam Suntory UK said, “The UK is proud to be part of this momentous growth in American Whiskey. Jim Beam sales are increasing quickly, having grown almost 20% over the past year and now make up 16% of all American whisky.[1] 

"Fred’s visit to the UK kicks off an incredibly exciting year for Jim Beam in the UK, attending the first of our unique bartender seminars “Jim Beam presents The Class of 2018” and our summer of consumer events with our new signature serve The Jim Beam Highball, offering consumers a different way and refreshing way to of drink whiskey”.

Although at one time solely synonymous with Jim Beam White Label, which remains at the heart of the range, consumers can now enjoy a multitude of award-winning expressions including Jim Beam Black®, Jim Beam® Distillers Cut, Jim Beam® Double Oak, Jim Beam® Devil’s Cut®, Jim Beam® Single Barrel, Jim Beam® Bonded, Jim Beam® Rye and Jim Beam® Distiller’s Masterpiece.

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