Fred Noe, Global Ambassador and Master Distiller at Jim Beam, talks about the history of Jim Beam, his celebrity encounters and the new Booker’s Rye release. Show Notes: You were born into this. Talk about your child hood and some Beam history What are some things your dad taught you about this business and made you appreciate what you do today? Your role is not only a master distiller but also a brand ambassador, do you ever sleep? What’s the short list of some of your favorite places you’ve been? What do you think has made Jim Beam grow to the #1 product in the world? You've probably done a lot since then, best and worst jobs of working at the distillery? The latest Beam ads feature Mila Kunis. Talk about your interactions with Mila. A question from one of our listeners, what did you think of Mila when she blew up one of the rick houses in the latest ad? What’s the current state of Jim Beam today? As more engineering programs expand and more universities offer programs. Do you think the future of distilling is more science than art? There's a lot of different bourbons under your portfolio, who are some of your right hand people to make sure every brand stays consistent? Another question from one of our listeners, what is the inspiration behind the Signature Craft series? Talk about Booker’s Rye that will be hitting the shelves soon. If you have to start a journey for drinking Jim Beam bourbons to get to the point where you drinking Booker’s neat, where do you start? Lastly, we need to get the Kentucky Chew.