How do you balance the rich heritage of James B. Beam with modern innovations in bourbon production?
In today's world, you see many things that were once popular making a resurgence. This has been happening more frequently over the past 8 to 10 years. I believe that to be at the cutting edge or a leader in something, especially bourbon, you must immerse yourself in understanding its history.
Having a rich history allows us—myself, my family, and our team—to innovate effectively because we deeply understand the industry and the process. This historical knowledge also helps us identify potential pitfalls and understand the specific nuances of various brands. Without this historical insight, you risk going too far in your innovations. Thus, understanding history is key to being a successful innovator.
What are some of the key innovations in aging techniques and barrel management that you have introduced?
Blending, especially in the context of American whiskey, involves combining different barrels to create a final product. While terms like mingling and batching are sometimes used interchangeably, blending has become a more refined concept. I've coined the term "blending" to signify a higher quality in American whiskey production.
Blending is not just about mixing barrels but also about enhancing the quality of the final product. It involves different techniques that can improve the overall profile of the whiskey. By focusing on crafting batches and blends that meet specific flavor profiles, we aim to deliver high-quality products to consumers. This approach allows us to both mitigate risks and meet consumer needs more effectively.
Can you share a memorable story or challenge you’ve faced while working together as a father-son duo?
One of the earliest memories was when my dad was traveling and the team was working on a batch of Booker's. There was an opportunity to bottle it a little early based on the schedule. At that time, I was just a supervisor, and my dad had told everyone that if anything happened, Freddie should approve the batch.
When I tasted the batch, it didn’t quite meet the standard flavor profile of Booker's. It seemed a bit light in flavor. I reached out to my dad for his opinion, but he didn’t respond right away. Needing to make a decision quickly, I denied the batch.
Later, I discovered that water had been added to the batch, which is something we never do with Booker's. After several hours, my dad finally responded, saying, "I trust your judgment. Whatever you say goes." By that time, we had already rebottled the batch. In the end, it was the right call because we confirmed that there was indeed water in the tank.
This experience was typical of our relationship and how we work together. I trust him, and he trusts me. This mutual trust is crucial, and everything else just falls into place from there.
How do you approach the experimentation with different mash bills and aging methods?
Understanding the history of how you batched, aged, and mashed products is a great starting point. My goal is to maximize flavor while also improving quality, process, and throughput. If we're making changes to the mash bill, it's usually to introduce a variation in flavor. This involves leveraging the 230 years of whiskey-making history.
For instance, if we decide to change the grain, we consider how to highlight its unique characteristics during the distillation process. This approach helps us accentuate the flavor in comparison to our day-to-day production of Jim Beam. Understanding past variations and enhancing the flavors of new opportunities is key to our process.
What does the future of American bourbon look like to you, and how are you preparing for it?
The future looks flavorful. American whiskey is known for its rich and diverse flavors. In Kentucky, where bourbon is aged in new barrels each time, the wood imparts significant maturation flavors such as wood sugars, vanilla, and caramels. This results in a sweet and flavorful profile.
Bourbon, made primarily from corn, also allows for experimentation with different grains, barrels, aging durations, and bottling strengths. Our plan is to continue exploring these variations expands the flavor map of American whiskey, continually capturing people's interest with unique and evolving tastes.
