Jim Beam is one of the big names of bourbon, so there’s no surprise to find a big man behind it all. Booker Noe isn’t just physically huge, he is one of the foundation stones of the modern industry. Booker is Jim’s grandson and still lives in Jim’s old house in Bardstown.
Talk to him and you are tapping straight into the history of bourbon itself.
Today, Jim Beam is the world’s biggest selling bourbon, but in 1934 things weren’t so rosy. Prohibition had been in force for 13 years, and there was no stock left. To start up again would be expensive and risky. But this didn’t deter Jim who, aged 70, built a new distillery in Clermont in just 120 days. What else could a Beam do? Whiskey making runs in their veins. After all, Booker’s great-great-great grandfather Jacob Beam started making whiskey commercially in 1795.
This was the distilling capital of the world before it was put out of business by the government,’ says Booker. ‘Why did he start it up again? Remember, he’d been in the whiskey business for 40 years before Prohibition. Beams have now been making bourbon for 205 years.’...
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