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Fred Noe: The Ambassador

It is now Fred Noe, Booker Noe's son and Jim Beam's grandson, who keeps the family traditions alive. As the seventh generation of "the first family of distillers," Fred has boldly taken on the job of Bourbon Ambassador, a role he enjoys so the hilt. Against pressure to look elsewhere, Fred has kept the distillery in Kentucky, where he knows the combination of pure water, seasonal weather and a community of long-time employees is what makes the product special. He welcomes visitors personally when they come to tour the distillery.

Fred naturally evangelizes the pleasures of drinking bourbon but has made the bold move of taking a nonpartisan stance: however you like to drink it, he says, is how it's best to drink it. He is equally at home with the purists who wouldn't dare compromise their bourbon with a mixer (even water) and with those who love bourbon mixed with cola and other beverages. He's fascinated by the work of mixologists who come up with ever more impressive cocktails using bourbon, and he loves discussing the various characteristics of the wide variety of bourbons on the market.

Just like the six men who preceded him as the face and spirit of the company, Fred can't suppress his enthusiasm for bourbon. His authentic personality makes him the ideal representative for a product and a family name that are a vital part of American history and character.