INTERNATIONAL. We continue our enhanced coverage of last week’s pioneering Virtual Travel Retail Expo by bringing readers highlights from the event’s Engagement Lounge, home to a series of big brand launches, tastings and workshops.
As reported, Beam Suntory-owned bourbon brand Jim Beam has launched a travel retail exclusive-expression called Lineage. The premium expression is the brand’s first collaboration with seventh-generation Beam Family Master Distiller Fred Noe, and his son Freddie Noe. Lineage is the first bourbon in the Jim Beam portfolio to feature Freddie Noe’s name, embracing eight generations of whiskey knowledge and expertise.
Jim Beam Lineage made its (virtual) travel retail debut during an illuminating session during last week’s event, telling the story of this the one-of-a-kind whiskey.
In the video on this page, father and son duo Fred and Freddie Noe join The Moodie Davitt Report Founder & Chairman Martin Moodie for an intimate Q&A, highlighting the knowledge, craftsmanship and generations of bourbon heritage that went into the new liquid.
