PGA TOUR Official Annual 2010

Jim Beam’s mellow fruitfulness
Although the Jim Beam brand goes back over two hundred years,
and the bourbon is a ﬁ ne example of continuous quality, the
company is very much in the twenty-ﬁ rst century, not only with its
reﬁ ned production process but also with a sustainability program
that takes care to replace materials for generations to come.
BRENDAN CONNOLLY talked to FRED NOE, great grandson of the
original Jim Beam.
It’s a famous phrase but, as you relax with a glass of ﬁ ne Jim Wide appeal
Beam
®
bourbon in your hand, you’ll know that mellow fruitfulness
But Jim Beam
®
has also stepped boldly into the twenty-ﬁ rst
is exactly right. So, what’s the story?
century, as I discovered when I caught up with Fred Noe,
To start with, it’s a story that stretches back over 213 years to great-grandson of the original Jim Beam. Here was Fred
1795 when Jacob Beam cooked up his ﬁ rst batch of bourbon. trailing the West Coast and Arizona, doing what he loves to do
What’s remarkable is that very much same recipe and careful — inspiring fellow Americans with his personal enthusiasm
process remains at the heart of Jim Beam
®
bourbon today — and and the unique qualities of his very special bourbon, lovingly
there’s pride in the fact, too, that the world’s ﬁ nest bourbon is still distilled and matured in Kentucky, the home of Jim Beam
®
.
made by the same family. While there have been plenty of changes “We’re always looking to the future,” says Fred, “and I
in the world, it’s reassuring to know that Jim Beam
®
bourbon particularly want to reach out to the folks who haven’t yet
remains the same. That’s how it’s been for seven generations. tried a ﬁ ne bourbon, to show them the many qualities and
With a two-hundred-year history, it’s no surprise that bourbon
ﬂ avors of Jim Beam
®
.” These ﬂ avors vary across the Jim
has become the national drink of the United States, so the Jim
Beam
®
range of bourbons and the subtle differences and
Beam
®
brand also has some romantic heritage in addition to its
nuances are the main attraction. There’s something for
ﬁ ne qualities, linking it back to those frontier times and the days of
everyone, with Jim Beam bourbons uniquely suited to many
those great pioneers.
different tastes. “We’ve added to Jacob’s ﬁ rst creation—now
known as Jim Beam Bourbon—by crafting a whole family of
bourbons,” says Fred, “Some are aged longer to add a little
more character and complexity. One of our whiskeys is ﬁ ltered
through charcoal for a more rounded and mature taste.
Another offers a spicy rye ﬂ avor. And a few are made in small
batches, the way bourbon used to be made. They can be light
Worth waiting for
and delicate. Creamy and elegant. Smooth. Balanced. Chewy.
It’s no surprise to learn that the Jim Beam
®
starts with
Crisp. In fact, we’re convinced there’s a bourbon in our range
water, but it’s a very special sweet water. “Much has
for everyone.”
been said about Central Kentucky’s water,” says Fred.
“It’s famous for making fast horses, pretty women and
— So, Fred, how do you recommend Jim Beam
®
should best
good bourbon. (We’ve also heard it as: fast women, pretty
be enjoyed, straight up or ...
horses... but the good bourbon never changes.) Because
“I’d always recommend adding just a dash of water, maybe a
we’re sitting on top of a limestone shelf, our water has a
little ice, too, because a dash of water helps release additional
natural ﬁ lter. This creates an iron-free, calcium-rich water
ﬂ avors in a ﬁ ne bourbon. But there really are no rules. People
that’s perfect for making bourbon.”
should drink Jim Beam
®
however they like it, for instance, our
The subtle ﬂ avors that Fred talks so enthusiastically about
bourbon makes a terriﬁ c cocktail base with fruit juices.”
are the result of a slow, slow process, starting with a
top-secret mash mix of corn, rye and barley malt. There’s
yeast involved, too, that helps the gentle fermentation of the
famous sour mash. And the process moves from distillation
Future values
to the ﬁ nal aging in oak barrels. You know that fresh oak
smell? Fantastic! Then the heavy charring that’s required
Fred is reassuring about the sustainable use of American white oak: “Like
of the insides of these oak barrels adds a unique and
my ancestors,” he says, “we plan far ahead for future generations, so, for
completely natural caramelized sugar from the charred oak,
every oak tree that makes our barrels, we plant ﬁ ve or six in its place.”
giving ﬂ avor and color to the bourbon.
Bourbon is special to the United States — if it’s not produced in the
U.S., it’s not bourbon, that’s the law! Yes, there are strict government
guidelines as to how this wonderful stuff must be made. So, if you
want the best, just put it to the test: try Jim Beam today, for the perfect
bourbon experience!
JIM BEAM
®
KENTUCKY STRAIGHT BOURBON WHISKEY, 40% ALC./VOL. ©BST) JAMES B. BEAM DISTILLING CO., CLERMONT, KY.

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