By James Atkinson
Fred Noe, Jim Beam's great grandson, has celebrated the bourbon brand's achievement of reaching one million Facebook fans by getting a tattoo of the Jim Beam logo on his arm.
Noe made a public pledge on Jim Beam's official Facebook page to get the tattoo after the one millionth bourbon fan 'liked' the page, and followed through with it this week.
A seventh generation Master Distiller, Frederick Booker Noe III rebuilt the Jim Beam bourbon business after prohibition ended in 1933.
Watch a behind-the-scenes video of Noe getting the tattoo below.