Grandson of Legendary Master Distiller Booker Noe and Son of Current Master Distiller Fred Noe Joins Next Generation of Whiskey Innovators with Inaugural Product Release

Corporate and Financial News


Clermont, KY (September 20, 2017) – The Beam family is proud to officially announce the launch of Little Book™, the first and highly anticipated product release from Freddie Noe, eighth generation Beam family member and son of current Beam master distiller, Fred Noe. The debut of Little Book marks an exciting step forward for the next generation of Beam family whiskey makers.

Named after the childhood nickname given to Freddie by his grandfather, legendary master distiller, Booker Noe, Little Book™ is an annual, limited release series that will feature a new and unique blend each year, presented uncut and unfiltered1. Guiding each year’s release will be Freddie’s passion for crafting high-quality, interesting blends different from anything else on the market. 

“I’m humbled and honored to share Little Book with the world,” said Freddie, who currently serves as the distillery’s fermentation manager. “When I joined the family business five years ago, I told Dad I wanted to learn everything there was to know about making whiskey. Along the way, I discovered I’m particularly fascinated by the endless taste profiles that can be created through blending. I’m excited for whiskey fans to taste the first batch of this annual release, and I look forward to sharing new, one-of-a-kind blends every year. It's a real honor to carry on my family's legacy, and I hope I've done them proud."  

The inaugural batch release of Little Book, called Little Book “The Easy,” draws inspiration from what the Beam family is known for – great bourbon whiskey. Little Book “The Easy” is a blended straight whiskey that features four unique components: uncut and unfiltered1 corn, rye and malt whiskies – representative of the three grains commonly found in a bourbon mashbill (or recipe) – balanced with uncut, unfiltered1 Kentucky straight bourbon whiskey. Creating the final liquid for Little Book “The Easy” was a labor of love for Freddie, who worked on the final recipe for over a year and tried more than 25 different blends of the liquid before he decided that it was just right and worthy of his debut release.

“It’s exciting to watch my son, Freddie, follow in the family footsteps and share his passion for blending with the release of Little Book,” said Fred Noe. “My dad, Booker, and I used to always say that if Freddie ever decided to join the family business, his distinct palate and nose, along with his eagerness to learn, would take him far. Freddie’s coming into his own as part of the next generation of whiskey makers, and I couldn’t be more proud to support him as he launches his first product.”

Bottled uncut at its natural proof, Little Book “The Easy” is meant to be just that – easy to enjoy however you like it best, whether that’s neat, over ice or with a splash of water. Little Book “The Easy” was blended by Freddie Noe and developed with the following characteristics:

  • Blend Overview:
    4-year-old Kentucky straight bourbon whiskey
    13-year-old corn whiskey
    About 6-year-old 100% malt whiskey
    About 6-year-old high-rye whiskey
  • Proof: 128.2
  • Tasting Notes: Little Book “The Easy” leads with caramel and oak notes, then moves into flavors of toasted nuts and hints of corn grain. The finish is long and packed with peppery rye, making this liquid approachable and easy to enjoy.
  • Sipping Suggestions: Neat, over ice or with a splash of water. 

Little Book “The Easy” will be available nationwide beginning in October in limited quantities with a Suggested Retail Price of $79.99 for a 750mL bottle. 

For more information about Little Book Whiskey, visit http://www.beamsuntory.com/brands/little-book

About Little Book™
Little Book™ is the first-ever product release from Freddie Noe, eighth generation Beam family member, son of seventh generation Beam master distiller, Fred Noe, and grandson of legendary Beam master distiller, Booker Noe. An annual, limited release series, Little Book will feature new and unique blends each year that bring to life Freddie’s passion for blending and his curiosity for the limitless tastes that can be achieved through the process. Each blend will be uncut and unfiltered1 to allow the nuanced taste profiles to shine through and fans to enjoy it the way they choose. 

In 2017, Freddie introduced his inaugural batch of Little Book, called Little Book™ “The Easy,” and he will continue to carry on his family tradition of innovation in the industry by creating new releases for Little Book each year, always with the goal of developing new and interesting blends. 

About Beam Suntory Inc.
As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Hornitos and Sauza tequila, EFFEN and Pinnacle vodka, Sipsmith gin, and Midori liqueur.  

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Chicago, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.