Press Release
Clermont, Kentucky (August 29, 2024) – Today, The James B. Beam Distilling Co. and Freddie Noe, 8th Generation Master Distiller, are proud to announce the first innovation coming from Booker’s Bourbon since 2019 – Booker’s Bourbon ‘The Reserves’. The 2024 expression is the first of a new, annual limited-release series by Freddie Noe to commemorate his granddaddy, 6th Generation Master Distiller Booker Noe, and his contributions to the bourbon world. Booker and Freddie Noe are American Whiskey trailblazers and Booker’s Bourbon ‘The Reserves’ honors Booker’s legacy by creating a full-flavored American Whiskey inspired by how Freddie believes his grandfather would be making whiskey in modern day.
The first release of ‘The Reserves’ is an 8 to 14-year-old blend that Booker’s Bourbon drinkers will recognize and continue to enjoy. Always uncut and unfiltered, always cask strength, and always pulled from the center cut in the warehouse – just as Booker envisioned when he created his Small Batch Bourbon Collection and forever changed the American Whiskey category. However, in many other ways, ‘The Reserves’ is something entirely new; due to the scarcity of the barrels, it’s released in smaller quantities than the four yearly Booker’s Batches and uses fewer, and older, barrels in the blend to achieve a layered and complex flavor profile.
“I created ‘The Reserves’ series to commemorate my grandaddy Booker,” shared Freddie Noe, 8th Generation Master Distiller of the Fred B. Noe Distillery. “Liquid like this can take a while to find, but when I do, it feels like the Big Man himself picked them out. It’s just the kind of Bourbon I believe my grandaddy would be making if he were still alive with us now.”
The 2024 release spans eight production dates and eight different warehouses, these barrels were aged as follows:
- 8 Years, 2 Months, 12 Days on the 4th floor of warehouse G
- 8 Years, 5 Months, 19 Days on the 5th floor of warehouse I
- 8 Years, 5 Months, 20 Days on the 5th floor of warehouse Z
- 9 Years, 2 Months, 3 Days on the 5th floor of warehouse Q
- 9 Years, 2 Months, 4 Days on the 6th floor of warehouse J
- 9 Years, 5 Months, 18 Days on the 7th floor of warehouse H
- 10 Years, 3 Months, 2 Days on the 4th floor of warehouse X
- 14 Years, 4 Months, 16 Days on the 6th floor of warehouse I
Booker’s Bourbon is inspired by and named after, 6th Generation Master Distiller, Booker Noe, who was known to have grown up at the distillery, in the heart of Kentucky. Freddie launched Booker’s Bourbon to pay homage to his grandfather, the founder of the “small batch” bourbon category. All Booker’s expressions are bottled uncut and unfiltered with liquid coming from the center of the rackhouse where the temperature and humidity stars align the create the deepest and most intense flavors.
Booker’s Bourbon ‘The Reserves’ 2024 Limited Edition Bourbon will be available in extremely limited quantities nationwide across the U.S. and in-store. For real-time information about Booker’s Bourbon follow along on Instagram @BeamDistilling and www.beamdistilling.com.
BOOKER’S BOURBON ‘THE RESERVES’ 2024 LIMITED EDITION BOURBON | 125.9 PROOF | SRP: $129.99
NOSE: Notes of dried fruit and nuanced brown sugar sweetness
TASTE: Complex rich vanilla with hints of charred oak
FINISH: Full bodied with long and lingering notes of baking spice
About Booker’s® Bourbon
Booker’s® Bourbon was inspired by a 200-year-old family tradition and came to life when Booker Noe selected the first bottles of Booker’s as holiday gifts for his friends and family. With its instant popularity within Noe’s close circle, Booker’s Bourbon was soon after bottled and made available on shelves for everyone to enjoy. Booker’s Bourbon is one of the only bourbons bottled straight-from-the-barrel at its natural proof, which varies from batch to batch. It is crafted in small batches and aged for six to eight years in charred oak barrels, which are stored in the center of the rack house. Today, Fred Noe personally tastes and selects every batch of Booker’s Bourbon to ensure every bottle contains a robust, full-bodied whiskey that has a taste, aroma and proof that matches Booker’s whiskey preference.
About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands. Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker’s Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Teacher’s, Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Courvoisier® cognac, Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku™ and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.
A global company with approximately 6,000 employees in more than 30 countries, one of Suntory Global Spirits’ core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to educate and inform consumers to make the right personal choices about drinking. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information on Suntory Global Spirits, its brands, and its commitment to social responsibility, please visit www.suntoryglobalspirits.com and www.drinksmart.com.
