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Issue 67 - Global appeal

Whisky Magazine Issue 67
November 2007

 

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Global appeal

We chat to two of Beam Global's top men, CEO and President TomFlocco and seventh generation master distiller Fred Noe

How did you get involved in the business?

Tom: I became involved through Fortune Brands and worked with mergers and acquisitions getting to know how brands are built and grown. An opportunity came up to move across to the spirits side and its been as terrific ride since then. I have been Beam CEO since 2004.

Can you outline the biggest sales markets for Beam?

Fred: The biggest markets are US and Australia, with good growth showing in the United Kingdom. With the likes of Russia, India and China on the horizon, and the prospect of 500mill cases there can be nothing but upsides.

We sell about 8 mill cases of ready to drink in Australia - leading the market. This market is holding up really well, but it is something of a unique market and these products have not taken off as well elsewhere.

What do you think we will be drinking in the future?

Tom: Other avenues are opening up, and our Small Batch Collection has great potential.

People are drinking better than ever before.

There is the freedom to experiment with wood and age. The quartercask with Laphroaig for instance was a great way to change the taste profile. Proof is another area for experimentation. We are starting to see people not being afraid to go for something with a higher proof and appreciating the differences, similarly people are more aware of cutting their whiskies with water Fred:Rye is a big opportunity for us, also the ultra high end bourbons, premium aged like Jim Beam Black and the Small Batch Collect...

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