FROM BEAM TO NOE.
Remember when we mentioned that Jim Beam’s daughter Margaret had married into the Noe family during Prohibition? Great. Now, fast forward back to 1960. While T. Jeremiah’s brother, Carl Beam, is Master Distiller of the Clermont distillery, Margaret’s son Frederick Booker Noe II is named Master Distiller at the Boston, KY distillery. Five years later, Booker would fill Beam’s one-millionth barrel. Despite this tremendous milestone, however, bourbon was in the midst of a downturn in favor of clearer spirits like vodka, gin and the dreaded wine spritzer. Refusing to give in, Booker opted to innovate.