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Whisky Magazine News - Beam, Straight Up: Bold Story of the First Family of Bourbon

Thu 13 Sep 2012

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

Deerfield, Illinois, September 12, 2012 - From the moment Fred Noe came home from the hospital in a 1957 FordĀ® Fairlane that his father, Booker, spent his last dime on, his family had high hopes. The seventh generation of a whiskey-making family that can trace its roots back more than 200 years, those hopes included carrying on the legacy of the world's best- selling bourbon whiskey - Jim Beam.

In his delightful new memoir, Beam, Straight Up: The Bold Story of the First Family of Bourbon (Wiley; $22.95; September 2012), Noe chronicles his memorable and at times, outrageous journey along the bourbon trail. From his boyhood in Mayberry-ish Bardstown, Kentucky, "The Bourbon Capitol of the World," and hell-raising experience as a roadie for Hank Williams Jr., to his long, dues-paying stint on Jim Beam bottling line, and his inevitable ascension to Master Distiller of Beam Inc., Noe pulls no punches when describing his life and adventures in the whiskey business.

The first member of the Beam family to write his memoirs, Beam, Straight Up, offers colorful stories of life on the road and the distillery, the numerous celebrities he's met and shared a few laughs with, and a close up look at his large- than-life father, Booker Noe. In addition, Noe offers valuable recommendations and insights into building and maintaining of a centuries-old brand.

One part biography, one part bourbon primer, equals pure entertainment in this entertaining yet sincere account on how to live up to your potential, and perhaps even more importantly, how to enjoy your life along the way.

For more information about Jim Beam, visit or find Fred Noe on Facebook at

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