Bars face Jim Beam master distiller to compete for Kentucky trip


Jim Beam Stillhouse

Teams from six UK bars are to compete today to create a cocktail that is “worthy of making history” in front of Fred Noe, the seventh-generation master distiller for Jim Beam whiskey.

He is in London to lead a bourbon masterclass for bartenders and judge Jim Beam’s Shake History challenge at The Blues Kitchen in Shoreditch, east London.

The teams, each made up of three or four bartenders, represent London bars The Cocktail Trading Co, Mash, City Social and Steam & Rye, The Milk Thistle in Bristol and The Lace House in Nottingham.

Their prize will be a “once-in-a-lifetime opportunity to make their own history” in Kentucky at the Jim Beam American Stillhouse.

The Shake History competition is part of the brand’s global Make History campaign, which aims to inspire consumers “to make their own mark in history” in the same way as Jim Beam which dates back to 1795.

To enter the competition, the teams each submitted an original Jim Beam cocktail that they felt was worthy of making history and representative of the personality and style of their bar

Janice McIntosh, marketing controller for imported whiskey at Jim Beam distributor Maxxium UK, said: “We are honoured to welcome Fred Noe to judge our Jim Beam Shake History competition and host a very special masterclass for a select group of people.

“Shake History is a first-of-its-kind competition and having Fred as part of the day makes it a truly unique and engaging experience enabling us to make history here in the UK.

“Bourbon is thriving in the UK and there is no better way to celebrate the success of Jim Beam and the Make History campaign than to reward our Shake History winners with the unique chance to travel to the Jim Beam American Stillhouse in Kentucky to make history with Fred once more.”

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