By Sacha Delfosse

Jim Beam’s great grandson, and seventh generation family distiller, Fred Noe, is in Australia to promote the relaunch of Jim Beam Black through trade and consumer events across the country.

Noe hosted a bourbon appreciation evening in Brisbane on June 1 as well as a customer lunch in Sydney on June 3, and will be hosting a five-course bourbon themed dinner in Perth tomorrow night (June 9) at Tiger Lils.

“The Australian market is very important to the Jim Beam family, outside the US, Australia is the number one bourbon market in the world and we’re number one here, this is an important market for us and it always has been,” Noe explained

“I have to come here, if I can’t come here where else am I going to go, I mean this is where people love bourbon and where they love our bourbon, so I think it is important to meet people and to thank them for their support.”

During the Sydney event, trade guests where treated to a range of Jim Beam Black based cocktails, followed by a tasting session conducted by Noe, who regaled guests with stories on the history of Jim Beam and the family behind it.

He also educated attendees on the difference between bourbon and other North American whiskeys, discussed the production and distillation processes that go towards making Jim Beam bourbon and reinforced the premium qualities of Jim Beam Black.

During his presentation Noe also discussed several new products Jim Beam is rolling out into the market such as Red Stagg, a black cherry infused bourbon, and Devil’s Cut, which is extracted from the barrels, as well as the possibility of a ‘white dog’ un-aged bourbon being released in the future.

“With the relaunch of Jim Beam Black, Fred’s visit is a key part of motivating and educating consumers and trade partners on the products premium qualities. We’re really excited we have this opportunity to introduce Fred Noe to the premium bourbon drinkers of Australia, he has a wealth of knowledge and experience when it comes to producing quality bourbon and is the perfect spokesperson for Jim Beam Black at this exciting time,” Jim Beam brand director Ray Noble said.

Click on the clip below to hear from Fred Noe.

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The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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