Becoming a global brand ambassador for a major spirits company like Jim Beam involves building close relationships throughout the three-tier distribution system and constantly adapting branding and marketing as consumer tastes evolve. We invited Tim Heuiseler on the show. He’s gone from the behind the bar to traveling globe as a Brand Ambassador to preach the gospel of Jim Beam’s small batch portfolio. We talk about how their offerings span everything from lower-proof introductory with Basil Hayden to the powerhouse that is Booker’s and how to deliver that message consistently. In addition, he takes note of competitor innovations and emerging drink trends so they can launch new marquee expressions like Hardin’s Creek to stay ahead of the game.

Show Notes:

• Above the Char with Fred Minnick (@fredminnick) talks about the length of decanted whiskey.
• How does one become a global brand ambassador?
• How much is involved in building relationships in the three tier system?
• Does the branding strategy change as consumer habits change?
• At what point does a brand have enough steam and you have to pivot and focus on a certain product?
• When you go international, how do you change a culture to adopt bourbon when they focus on other spirits?
• Is Basil Hayden your introductory whiskey for everyone?
• How do you replicate Fred and Freddie Noe into your own presentation?
• What does “small batch” mean to Jim Beam?
• Why get into single malt?
• When is the next Booker’s Rye coming?
• If you see a competitor coming out with something new how do you report that back?
• Support this podcast on Patreon

What happens when you bring 5 of the top distilleries together and have them each provide two of their best barrels? You get the Bardstown Collection. Jim Beam, Heaven Hill, Log Still, Preservation, and Bardstown Bourbon Company have come together along with the tourism side of Visit Bardstown to release 5 special edition bottles that will benefit the community of Bardstown. All proceeds will go to the Main Street Association, Hospitality, and First Responders. These exclusive expressions have a unified packaging featuring Bardstown imagery and the only difference is a small label with each brand logo at the bottom of the bottle. In this episode, we’re joined by Freddie Noe, Conor O’Driscoll, Lynne Dant, and Steve Nally to talk about the process of making this collection. These  bottles will be released at each distillery starting on January 13th and the cost will range $159 – $249 per bottle. Get ready to collect the whole set! Visit BardstownCollection.com for more details and specific release times.

Show Partners:

• Catoctin Creek has been honoring that tradition of small craft rye whisky since 2009. Learn more at CatoctinCreekDistilling.com.
• Smooth Ambler builds on the traditional roots of American whiskey in West Virginia. Visit SmoothAmbler.com to learn more.
• Wilderness Trail is Sweet Mash Kentucky Straight Bourbon and Rye Whiskey distilled, aged, and bottled in Danville, Kentucky. Learn more at WildernessTrailDistillery.com.
• You can now buy Barrell Craft Spirits products online and have them shipped right to your door. Visit BarrellBourbon.com and click Buy Now.
• Spirits of French Lick is delivering the finest hand crafted Bottled in Bond bourbons. Check out SpiritsofFrenchLick.com.
• Total Wine and More is wonderland for wine, spirits, and beer lovers! Explore more in store or online at TotalWine.com.
• Heaven Hill Distillery has been lifting America’s spirit since 1935. Check out educational resources and sign up for their newsletter at HeavenHillDistillery.com.

Show Notes:

• This week’s Above the Char with Fred Minnick (@fredminnick) talks about your palate being off.
• Tell us about your role in this project.
• What was the process like for choosing the barrels for this project?
• What does this project mean for Bardstown?
• Talk about the charity aspect of this project.
• When are these bottles being released?
• Why aren’t more distilleries getting together to do these kinds of projects?
• What does this project mean to you?
• @jimbeamofficial @heavenhilldistillery @bardstownbourbonco @logstilldistillery @preservationdistillery
• Support this podcast on Patreon

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Baker’s is a brand that we’ve discussed previously with Beam’s ambassador Beth Burrows back on episode 95, but this time we go into the whiskey. A Patreon supporter sent 3 blind samples of Baker’s: the new single barrel 7 year, the old 7 year small batch with the black wax that is no longer in production, and the most recent limited release of the Baker’s 13 year. Which one will come out on top? Stay tuned to find out.

Show Notes:

• This week’s Above the Char with Fred Minnick talks about distillery firsts.
• Baker’s Tasting: New Baker’s 7 Year Single Barrel, Baker’s 13 Year, Old Baker’s 7 Year Small Batch
• Do you drink coffee?
• Why did Baker’s move from a small batch to a single barrel?
• Why don’t distilleries want to promote large batches?
• Let’s discuss special releases.
• Blind Reveal
• Fred, what did you see on the shelf back in the early 2000’s?

Support this Podcast on Patreon

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What can you say, sitting down with the Noe family is always a treat. Fred Noe, Master Distiller at Jim Beam, and Freddie Noe, 8th Generation Distiller, are about as genuine and real as it comes. This show takes a bunch of turns. We talk about the new Fred B. Noe Distillery where new projects and small batch blends will take place, Legent, Little Book, and… we ask Fred Noe if he’s ready to retire. You’ll love his response.

Show Notes:

• This week’s Above the Char with Fred Minnick talks about Weller.
• Tell us about the property.
• What are your plans for growth?
• What are the plans for the Fred B. Noe Distillery?
• How did you get interested in blended whiskies?
• What’s the hardest part about blending?
• Fred, what was your past blending experience?
• What did you learn when creating Legent?
• How long was the creation process for Legent?
• Where did you disagree in the process?
• What kind of ideas do you have for the new distillery?
• Do you like focusing on consistency or innovating?
• Will Little Book always be a blended product?
• Did you always want to be part of the family business?
• Fred, are you ready to retire?
• Talk about the ham house.
• Any hobbies outside of bourbon?

Support this Podcast on Patreon

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What happens when you get master distillers from two largest rivaling brands together? Actually, some pretty good jokes. Fred Noe, Master Distiller at Jim Beam, and Jeff Arnett, Master Distiller at Jack Daniel’s, take the stage at Bourbon and Beyond to field questions asked by Fred Minnick. They talk about BBQ, celebrities, mash bills, the Lincoln County Process, and if Jack Daniels is actually a bourbon. Bourbon and Beyond 2019 will take place September 20th through the 22nd so if you want to be there in person to hear sessions like today’s podcast, go get yours at BourbonandBeyond.com.

Show Notes:

• This week’s Above the Char with Fred Minnick talks about drinking in moderation.
• What kind of music have your brands been part of?
• What is your BBQ connection?
• What is the history of your distillery?
• What is your mash bill?
• What is your proof point off the still?
• What do you think of the Lincoln County process?
• How do you train your tour guides?
• Tell us about Gentleman Jack.
• Tell us about Jim Beam.
• Is Jack Daniels a bourbon?
• Do you ever feel competitive against each other?
• What does your average day look like?
• What was it like to hang out with Mila Kunis?
• What celebrities are connected to Jack Daniels?
• How often do you introduce new products?

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• This week’s Above the Char has Fred Minnick discussing friendships and choosing that right bottle to celebrate
• The show starts off interviewing Fred Noe, Freddie Noe, and Matt Shattock of Jim Beam on the red carpet
• Transitions to the ceremony where Eric Gregory, President of the KDA, introduces everyone
• Louisville Mayor, Greg Fisher, gives an introduction of Matt Shattock
• Matt’s speech is delivered unedited
• We transition back out to the red carpet to interview Freddie Johnson
• The ceremony then kicks off with Eric Gregory talking about Freddie’s history
• A.J. Hochhalter, Film Producer of NEAT, introduces Freddie
• Freddie delivers his speech and talks about his dad and family – completely unedited
• The red carpet is alive once again talking to Mark Coffman, Master Distiller at Town Branch
• The ceremony resumes with Eric Gregory giving a history of Dr. Pearse Lyons of Alltech
• A short story from Jerry Summers, HOF 2017 inductee, about Pearse Lyons
• The final red carpet appearance features Andy Shapira talking about his father Max, as well as Larry Kass with a brief history of Rittenhouse 21-25 year single barrels
• The ceremony begins the wrap up with Eric Gregory giving Max Shapira’s resume
• Donn Lux, Chairman and President of Luxco, shares some funny stories of Max’s attention to the bottom line
• Max Shapira talks about his family, the history of Heaven Hill, and that growth will continue
• Listen to all of our Buffalo Trace, Heaven Hill, Town Branch, and Beam podcasts

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Are you looking for an in-depth story on the Beam family history and how Fred and Freddie Noe are cementing their place in it? Look no further than the 2018 Kentucky Derby Museum’s Legend Series. This episode will cover some of the fun times that were had by Booker, Fred, and Freddie and how the new release of Little Book is coming to be a yearly distribution. Fred Minnick is the host of the show as he covers many of the aspects of the family business, how they came up in the ranks, and tries to get them to divulge information time and time again.

Show Notes:

• I didn’t take any notes while I was listening. So you’ll have to listen to this one for yourself and find out how awesome it is.

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A combination of 10 interviews all done at WhiskeyLive in Louisville. This podcast features Fred Noe and Beth Burrows of Jim Beam, Joe Beatrice of Barrell Bourbon, Brian Gelfo of Rabbit Hole, John Foster of Smooth Ambler, Josh Hollifield of Barton 1792, Kelly Ramsey of Art Eatables, Winston Edwards of Balcones, Greg Roshkowski of Cooper’s Craft, and we wrap it up with Bill Thomas of Jack Rose.

Show Notes:

• Thanks to WhiskyLive during the Bourbon Affair for letting us come and record these interviews. Make sure you attend a future WhiskyLive event.

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Beth Burrows, Kentucky Bourbon Ambassador for Beam Suntory, gives us all the history behind Jim Beam and the different expressions. We even get the chance to learn how Baker’s Bourbon got its name.

Show Notes:

• Tell us about your history with bourbon
• Do you miss bartending?
• What has the passing of Senate Bill 11, allowing producers to serve cocktails and more whiskey going to do for Jim Beam?
• Jim Beam is really pioneering and doing all flavored whiskey like the Apple and Honey, Black Cherry, Fire, Maple. Thoughts?
• Who’s your target market with these?
• Then you’ve got Jim Beam white label, black, double oak, devils’ cut, rye, bonded, single barrel,
• Tell us about the Jim Beam distiller’s masterpiece
• Names behind Knob Creek, Baker, Basil Hayden, OGD, Old Crow, Booker’s

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Fred Noe, Global Ambassador and Master Distiller at Jim Beam, talks about the history of Jim Beam, his celebrity encounters and the new Booker’s Rye release.

Show Notes:

• You were born into this. Talk about your child hood and some Beam history
• What are some things your dad taught you about this business and made you appreciate what you do today?
• Your role is not only a master distiller but also a brand ambassador, do you ever sleep?
• What’s the short list of some of your favorite places you’ve been?
• What do you think has made Jim Beam grow to the #1 product in the world?
• You’ve probably done a lot since then, best and worst jobs of working at the distillery?
• The latest Beam ads feature Mila Kunis. Talk about your interactions with Mila.
• A question from one of our listeners, what did you think of Mila when she blew up one of the rick houses in the latest ad?
• What’s the current state of Jim Beam today?
• As more engineering programs expand and more universities offer programs. Do you think the future of distilling is more science than art?
• There’s a lot of different bourbons under your portfolio, who are some of your right hand people to make sure every brand stays consistent?
• Another question from one of our listeners, what is the inspiration behind the Signature Craft series?
• Talk about Booker’s Rye that will be hitting the shelves soon.
• If you have to start a journey for drinking Jim Beam bourbons to get to the point where you drinking Booker’s neat, where do you start?
• Lastly, we need to get the Kentucky Chew.