E-Books →Beam, Straight Up The Bold Story of the First Family of Bourbon

The first member of the Beam clan to document its illustrious history, Fred shares his own tales of "growing up Beam" in Bardstown, Kentucky, the "Bourbon Capitol of the World," and dives even further into the growth of one of the world's best-selling bourbons. Starting at the bottling line where he began his career, he describes the long and circuitous route he took to become a renowned global bourbon ambassador and the face of one of America's most iconic brands. Along the way, Fred dispenses time-tested, quality business insights on how to maintain and grow a revered brand, along with a well-rounded view of the bourbon industry, the Jim Beam brand, and his role in shaping it, including:
The making of a bourbon ambassador, from learning to speak "City-Southern" to an education in the distilling processA simple primer on how bourbon is made, from the effects of the American white oak barrel to the importance of the sweet limestone Kentucky waterThe art of making your own stories and establishing your reputation, and the role that reputation plays in selling your productHow the Jim Beam family helped shape today's thriving bourbon industry
For anyone looking to build a brand or a business that lasts, Beam, Straight Up offers colorful but invaluable business advice and insights that will help you establish your own legacy.