Jim Beam

Jim Beam Black

File:Jim Beam Black.jpg Jim Beam Black The premium variation of the Jim Beam brand, 8 years old and 86 proof.
Type	Bourbon whiskey
Manufacturer	Fortune Brands
Country of origin	Clermont, Kentucky, United States of America
Introduced	1795
Alcohol by volume	40.00% and 43.00%
Proof (US)	80 and 86
Website	www.jimbeam.com

Jim Beam is a brand of bourbon whiskey. It is currently one of the best selling brands of bourbon in the world. Since 1795 (interrupted by Prohibition), seven generations of the Beam family have been involved in whiskey production. Their brand was given the name "Jim Beam" in 1933 in honor of James B. Beam, who rebuilt the business after Prohibition ended. The company produces several varieties of bourbon and whiskey, as well as food products that include bourbon as an ingredient. Although the Beam / Noe family is still involved, Jim Beam Bourbon is owned by Beam Global Spirits & Wine, which is in turn owned by the holding company Fortune Brands (NYSE: FO), both of which are headquartered in the suburbs of Chicago, in Deerfield, IL.

History

During the late 18th century, members of the Boehm family, who eventually changing the spelling of their surname to "Beam", emigrated from Germany and settled in Kentucky. Members of the Beam family that have been involved in the history of the Jim Beam brand of whiskey are listed in boldface in this section.

Johannes "Reginald" Beam (1770–1834) was a farmer that began producing whiskey in the style now referred to as bourbon. Jacob Beam sold his first barrels of corn whiskey around 1795. The whiskey was first called Old Jake Beam, and the distillery was known as Old Tub.

David Beam (1802–1854) took on his father's responsibilities in 1820 at the age of 18, expanding distribution of the family's bourbon during a time of industrial revolution.

File:Jim Beam logo.jpg

Jim Beam Logo

David M. Beam (1833–1913) in 1854 moved the distillery to Nelson County to capitalize on the growing network of railroad lines connecting states. James Beauregard Beam (1864–1947) (who was a Kentucky Colonel) managed the family business before and after Prohibition, rebuilding the distillery in 1933 in Clermont, Kentucky, near his Bardstown home. James R. Beam Distilling Company was founded in 1935 by Harry L. Homel, Oliver Jacobson, H. Blum and Jerimiah Beam. From this point forward, the bourbon would be called "Jim Beam Bourbon" after James Beauregard Beam. T. Jeremiah Beam (1899–1977) started working at the Clear Springs distillery in 1913, later becoming Master Distiller and overseeing operations at the new Clermont facility. Jeremiah Beam eventually gained full ownership and opened a second distillery near Boston, Kentucky, in 1954. Jeremiah later teamed up with childhood friend Jimberlain Joseph Quinn, to expand the enterprise.

Booker Noe (1929–2004), birth name Frederick Booker Noe II, was the Master Distiller at the Jim Beam Distillery for more than 40 years, working closely with Master Distiller Jerry Dalton (1998–2007). In 1987 Booker introduced his own namesake bourbon, Booker's, the company's first uncut, straight-from-the-barrel bourbon, and the first of the company's "Small Batch Bourbon Collection".

Jim Beam (White Label)
Beam's High-Volume brand
expression shown is
aged 4 years and 80 proof.

Fred Noe (1957–Present), birth name Frederick Booker Noe III, became the seventh generation Beam family distiller in 2007 and regularly travels for promotional purposes.

In 1987, Jim Beam purchased National Brands, acquiring brands including Old Crow, Bourbon de Luxe, Old Taylor, Old Grand-Dad, and Sunny Brook. Old Taylor was subsequently sold to the Sazerac Company.

Nearly the entire Jim Beam ownership family, including James B. Beam and the most recently deceased owner, Booker Noe II, are buried in Bardstown City Cemetery, Bardstown, KY, just minutes from the offices and distillery.

The Beam family has also played a major role in the history of the Heaven Hill Distillery. All of the Master Distillers at Heaven Hill since its founding have been members of the Beam family. The original Master Distiller at Heaven Hill was Joseph L. Beam, Jim Beam's first cousin. He was followed by his son, Harry, who was followed by Earl Beam, the son of Jim Beam's brother, Park. Earl Beam was then succeeded by the current Heaven Hill Master Distillers, Parker Beam and his son, Craig Beam.

Distillers

In the history of the brand now known as Jim Beam, there have been seven generations of distillers from the Beam (and Noe) family. Retired Master Distiller Jerry Dalton (1998–2007) was the first non-Beam to be Master Distiller at the company, and his successor was a member of the family.

Products

Several types of Jim Beam are available

• Jim Beam White label (Aged 4 years, 80 proof in most markets—sold in Australia at 74 proof)
• Jim Beam White label (Aged 7 years, 80 proof, "Premium Aged 7 Years Old" across top of label, allegedly unavailable outside of Kentucky, but can be found in many states)
• Jim Beam Green label (Aged 5 years, 80 proof, "Jim Beam Choice" charcoal filtered)
• Jim Beam Black label (Aged 8 years, 86 proof, "Double Aged")
• Jim Beam Yellow label (Rye whiskey, aged 4 years, 80 proof)
• Jim Beam and Cola (contains bourbon aged 4 years, 10 proof) Sold in Germany as 10.0% alcohol (20 proof)
• Jim Beam and Ginger Ale (contains bourbon aged 4 years, 10 proof)
• Jim Beam Special package for Operation Homefront (Aged 4 years, 80 proof)
• Jim Beam Red Stag (Black Cherry Flavored, 80 proof)

Several of these offerings have performed quite well at international spirit ratings competitions. For example, Jim Beam's Black label was awarded a Double Gold rating at the 2009 San Francisco World Spirits Competition.

The Jim Beam company's "Small Batch Bourbon Collection":

• Booker's: aged 7 years, 120–127 proof (60–63.5% ABV)
• Baker's: aged 7 years, 107 proof (53.5% ABV)
• Basil Hayden's: aged 8 years, 80 proof (40% ABV)
• Knob Creek: aged 9 years, 100 proof (50% ABV)

Other bourbons associated with Jim Beam through ownership by Fortune Brands:

• Old Crow
• Old Grand-Dad
• Maker's Mark

Also associated with Jim Beam through ownership by Fortune Brands are the straight rye whiskeys:

• Old Overholt
• (ri)1

Process

Jim Beam Red Stag
a black cherry infused Bourbon.

Bourbon whiskey distillers must follow government standards for production. By law (27 CFR 5), any "Straight" bourbon must be: produced in the United States; made of a grain mix of at least 51% corn; distilled at no higher than 160 proof (80% ABV); free of any additives (except water to reduce proof for aging and bottling); aged in new, charred white oak barrels; entered into the aging barrels at no higher than 125 proof (62.5% ABV), aged for a minimum of 2 years, and bottled at no less than 80 proof (40% ABV).

Jim Beam starts with water filtered naturally by the limestone shelf found in Central Kentucky. A strain of yeast used since the end of Prohibition is added to a tank with the grains to create what is known as "dona yeast", used later in the fermentation process. Hammer mills grind the mix of corn, rye and barley malt to break it down for easier cooking. The mix is then moved into a large mash cooker where water and set back are added. "Set back" represents a portion of the old mash from the last distillation—the key step of the sour mash process, ensuring consistency from batch to batch.

From the cooker, the mash heads to the fermenter where it is cooled to 60–70°F and yeast is added again. The yeast is fed by the sugars in the mash, producing heat, carbon dioxide and alcohol. Called "distiller's beer" or "wash", the resulting liquid (after filtering to remove solids) looks, smells and tastes like (and essentially is) a form of beer. The wash is pumped into a column still where it is heated to over 200°F, causing the alcohol to turn to a vapor. As the vapor cools and falls it turns to a liquid called "low wine", which measures 125 proof or 62.5% alcohol. A second distillation in a pot still heats and condenses the liquid into "high wine", which reaches 135 proof (67.5% alcohol).

The high wine is moved to new, charred American oak barrels, each of which hold about 53 gallons of liquid. A "bung" is used to seal the barrels before moving them to nearby hilltop rackhouses where they will age up to nine years. As the seasons change, natural weather variations expand and contract the barrel wood, allowing bourbon to seep into the barrel, and the caramelized sugars from the charred oak flavor and color the bourbon. A significant portion (known as the "angel's share") of the 53 gallons of bourbon escapes the barrel through evaporation, or stays trapped in the wood of the barrel. Jim Beam ages for at least four years, or twice as long as the government requires for a "Straight" bourbon. At the end of the aging period the amber liquid is filtered, bottled, packaged and sent to one of many distributors around the world in compliance with the three-tier distribution system.

Visiting the Distillery

Jim Beam distillery as viewed from the Beam House.

Jim Beam's Clermont distillery site provides visitor tours. Visitors are given the opportunity to tour the plant grounds, a working rackhouse and cooperage. However, tours of the plant itself are currently not available to consumers. The American Outpost celebrates "America's First Family of Bourbon", guiding guests through over 200 years of bourbon-making history and artifacts. Available for purchase are a selection of bourbons and whiskeys hand-signed by seventh generation Beam family distiller, Fred Noe, as well as Jim Beam-themed apparel, food, barware and other merchandise. The T. Jeremiah Beam House, home to three generations of distillers, provides free samples of Jim Beam products. The distillery is located about 30 minutes South of Louisville in Clermont, Kentucky. Admission is free and the facility is open Monday–Saturday 9:00 AM–4:30 PM ET and Sunday 1:00–4:00 PM ET, closed New Year's Day, Easter, Thanksgiving Day, Christmas Eve, Christmas Day and Sundays in January and February. Whiskey sales and sampling are not permitted on Sundays.

Food and Licensed Merchandise

On July 26, 2004, THANASI Foods announced the release of Jim Beam Soaked Sunflower Seeds, a snack product soaked in Jim Beam and available in 3 flavors; Original, Barbeque, and Jalapeño. The products were released in August 2004. On October 18, 2004, the company announced the addition of Jim Beam Soaked Beef Jerky to the range. Jim Beam has a licensing agreement with Vita Food Products to manufacture and sell Jim Beam BBQ Sauces, Marinades, Mustards, Steak Sauces, Hot Sauce, Wing Sauce, Pancake Syrup and Glazes. Vita Specialty Foods also produces a range of Jim Beam hot smoked and fresh, marinated salmon. Top Shelf Gourmet specializes in Jim Beam bourbon-infused fresh pork and poultry products, including Jim Beam Bourbon Barrel Ham, Pulled Pork, and Pulled Chicken. Brandmark Products produces a full range of Jim Beam branded billiard and home recreation products. Zippo produces a range of Jim Beam branded pocket and multi-purpose lighters. Bradley Smoker produces a line of smoking briquettes made from actual Jim Beam Barrels, and Jim Beam branded smokers. Silver Buffalo designs Jim Beam wall art, dartboards and accessories for home recreational use. Concept One develops Jim Beam headwear. Headline Entertainment develops Jim Beam t-shirts and outerwear. Sherwood Brands produces a full line of Jim Beam gift sets.

Advertising/Sponsorship

Jim Beam has across geographies been widely advertised in print, on air, in movies, at event sponsorship, and most recently online. In 2004 the brand launched "The Stuff Inside Matters Most" campaign in the United States, with messaging around authenticity, American pride and craftsmanship. There was a strong magazine print and cable TV focus to complement in-store activity in major metropolitan areas. June 2008 saw the evolution of the original 2004 campaign idea, turning from craftsmanship and product messaging to celebrating people and activities that embody the core values shared with the brand. "Here's to The Stuff Inside" through print, online and social media outreach seeks to champion those with integrity, character and passion, broadcasting their stories to a larger audience. Jim Beam chose an unsigned hip-hop band, a comedy troupe, an emerging photographer, a tattoo artist, Operation Homefront, Robby Gordon a NASCAR driver, a firefighters' fund, a country band and Chicago's Wrigley Field to help illustrate acting with character, and not just talking about it. As a part of the national print campaign, Jim Beam was one of the first to integrate 2D tagging into the consumer experience. By using the scanning program on a mobile phone, consumers are able to snap an image of the bar code located in the top corner of the print advertising and go directly to a mobile version of the campaign website with downloadable content.

In June 2008, Jim Beam launched the company's first social media press release in support of its "Here's to The Stuff Inside" campaign.

In 1994 the duo of Eddie Montgomery and Troy Gentry won Jim Beam's national Talent Contest. Today, the Grammy Award-nominated Montgomery Gentry has performed in front of well over a million fans; visited Kuwait, Iraq and Germany as a part of a USO tour; and produced seven albums, the most recent featuring the #1 Country Single, "Back When I Knew It All".

In 2010, Jim Beam has been focusing its digital marketing efforts on music and sports by continuing a partnership with musician Kid Rock and partnering with ESPN for a series of webisodes called "The Next Round." Kid Rock is also closely associated with the company's Red Stag product.

Jim Beam Black's bottle saw an update in 2010 in an attempt to communicate a more premium feel for the brand and differentiate it from the lower-priced (and higher volume) Jim Beam White brand. Jim Beam Black is focusing their digital marketing efforts around a campaign called "Beamfire," a social media-based promotion that focuses on the 8 year aging of that product. It uses taglines like "Leave the old you behind" and "8 years changes everything."

One of the brand's marketing efforts, launched March 2011, is called "Live Music Series," a series of brand-sponsored concerts headlined by various bands and musicians. Such artists include: Kid Rock, Bob Schneider, Cold War Kids, The Tedeschi Trucks Band, The Fray, Grace Potter and The Nocturnals, The Hold Steady, Manchester Orchestra, O.A.R. and Richard Ashcroft.

Global Markets

Outside the United States, Beam Global Spirits & Wine has a sales and distribution alliance with The Edrington Group.

Increased investment in emerging markets around the world such as India, China and Russia has led to growth for the Jim Beam brand globally. Jim Beam is currently the best-selling spirit of any kind in Australia, the world's second largest bourbon market. The brand also has a significant presence in the Global Travel Retail and Duty Free categories.

Motor Racing

Since 2004 Jim Beam has been one of the primary sponsors for NASCAR racer Robby Gordon. On September 22, 2009, Jim Beam announced that it would not return to NASCAR for the 2010 Season, thus ending its relationship with Robby Gordon Motorsports after 5 years. Robby Gordon drives the number 7 Jim Beam Toyota Camry as an owner/driver in the NASCAR Sprint Cup. In addition to being NASCAR's only single-car owner/driver for four consecutive years, Gordon was the first American to win a stage in the Dakar Rally in 2005. Steven Johnson and James Courtney drive the number 17 and 18 Dick Johnson Racing team Ford Falcons in the V8 Supercars championship, which are both sponsored by Jim Beam. Jim Beam used to sponsor the Oran Park Raceway V8 Supercar round, which was known as the Jim Beam 400. Jim Beam is also the main sponsor of Turkish Dakar Team in 2008.

External links

• Media related to Jim Beam at Wikimedia Commons
• Jim Beam official website