Knob Creek was established in 1992 as a key member of Booker Noe's groundbreaking small batch collection.
Covering the people, the place, the pivotal moments, the distinct liquid style, and the personality. Prepared for the Knob Creek Brand Team.
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THE DECK
MOMENTS
Over 25 years ago, Master Distiller Booker Noe set out to create a whiskey that adhered to the original, time-tested way of doing things. A style of whiskey that takes no shortcuts, cuts no corners, and pays off hard work through its flavour.
He named it Knob Creek.
Since then, he’s inspired an entire generation to raise their glasses to raising the standards of whiskey, as well as the work ethic behind it. Because our philosophy goes far beyond the barrel and bottle. This document outlines the history of the Knob Creek brand, the personality and celebrated stories, and the distinguishing characteristics of the liquid itself. The accounts and statements in this document form the DNA of the Knob Creek brand. These truths shape the brand and help to define its future direction.
Knob Creek Timeline
1929
FREDRICK BOOKER NOE II IS BORN
1992
SMALL BATCH COLLECTION IS LAUNCHED
1997
THE BARREL PROGRAM IS SETTING A STANDARD
1998
THE FRED NOE WORLD TOUR
2011
SINGLE BARREL IS INTRODUCED
2016
THE AGE STATEMENT COMES OFF
2020
THE AGE STATEMENT IS REINTRODUCED ON PACK
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Stories
HISTORY CELEBRATED
THE INSPIRATION: BOTTLED IN BOND
When the very first bottle of Knob Creek was originally released in 1992, it was on a mission to restore whiskey to the way it was meant to be. Knob Creek is a tribute to the classic, ‘natural’ bourbon making – the inspiration dating back to the Bottled in Bond act of 1897.
With the abolition of Prohibition in 1933, bourbon makers had to start from scratch. Whiskey takes several years to age, but the drinking ban was overturned in just one night. To meet the sudden demand, distillers rushed the process, selling barrels that had hardly been aged. Softer, mild-flavored whiskey became standard, and full flavor was the casualty.
With the abolition of Prohibition in 1933, bourbon makers had to start from scratch. Whiskey takes several years to age, but the drinking ban was overturned in just one night. To meet the sudden demand, distillers rushed the process, selling barrels that had hardly been aged. Softer, mild-flavored whiskey became standard, and full flavor was the casualty.
SEASONED BY TIME. CRAFTED BY EFFORT.
Knob Creek is a bourbon that’s made to elevate the character developed over time. It’s seasoned by time, crafted by effort – like whiskey used to be. Together, effort and time equals quality through authentic and full flavour.
That’s why over 25 years ago, Master Distiller Booker Noe set out to create a whiskey that adhered to the original, time-tested way of doing things. One that takes no shortcuts, cuts no corners, and pays off hard work through its flavor.
That’s why over 25 years ago, Master Distiller Booker Noe set out to create a whiskey that adhered to the original, time-tested way of doing things. One that takes no shortcuts, cuts no corners, and pays off hard work through its flavor.
He named it Knob Creek.
It was this commitment to pre-Prohibition style whiskey that not only helped Knob Creek overturn all the softer, milder, whiskeys on the market, but it was also a major step toward helping the small-batch whiskey movement become what it is today.
People
THE INNOVATOR & THE GUARDIAN
THE INNOVATOR
BOOKER NOE
Frederick Booker Noe II was born in Springfield, KY, in 1929, the son of Frederick Booker Noe and Margaret Noe, Jim Beam’s daughter.
At the age of 21, Booker dedicated himself to learning every aspect of the family’s bourbon-making process from his uncle, T. Jeremiah Beam, who quickly saw that Booker had a “real knack” for bourbon, and said, “he’ll do fine carrying on the family name.” So he started at the distillery in Boston, KY where he learnt much from his older cousin Carl Beam, then the Master Distiller.
In 1974, Booker was named Master Distiller of Jim Beam Brands. During his 40+ years with the company, Booker increased production at the distillery 12 times, while maintaining the high standard of quality established by his great, great, great, grandfather, Jacob in 1795.
In 1988, Booker introduced Booker’s True Barrel Bourbon, one of the first high-end bourbons ever created. Three years later, Booker oversaw the production and introduction of The Small Batch Bourbon Collection which included, in addition to Booker’s, Basil Hayden’s, Knob Creek, and Baker’s. The Collection revolutionized the stagnant bourbon industry, attracting a new generation of fans, and cementing Booker’s reputation as a creative, visionary distiller.
Booker retired as Master Distiller of the Jim Beam Distillery in 1992. A popular after-dinner speaker, from 1992 to 1999, he travelled the world extensively, making countless personal appearances while serving as the company’s symbolic leader and spokesperson. In 1995, Jim Beam Brands honoured him by adding his picture to the side of the Jim Beam, alongside his ancestors and the distillers who preceded him in the family business.
At the age of 21, Booker dedicated himself to learning every aspect of the family’s bourbon-making process from his uncle, T. Jeremiah Beam, who quickly saw that Booker had a “real knack” for bourbon, and said, “he’ll do fine carrying on the family name.” So he started at the distillery in Boston, KY where he learnt much from his older cousin Carl Beam, then the Master Distiller.
In 1974, Booker was named Master Distiller of Jim Beam Brands. During his 40+ years with the company, Booker increased production at the distillery 12 times, while maintaining the high standard of quality established by his great, great, great, grandfather, Jacob in 1795.
In 1988, Booker introduced Booker’s True Barrel Bourbon, one of the first high-end bourbons ever created. Three years later, Booker oversaw the production and introduction of The Small Batch Bourbon Collection which included, in addition to Booker’s, Basil Hayden’s, Knob Creek, and Baker’s. The Collection revolutionized the stagnant bourbon industry, attracting a new generation of fans, and cementing Booker’s reputation as a creative, visionary distiller.
Booker retired as Master Distiller of the Jim Beam Distillery in 1992. A popular after-dinner speaker, from 1992 to 1999, he travelled the world extensively, making countless personal appearances while serving as the company’s symbolic leader and spokesperson. In 1995, Jim Beam Brands honoured him by adding his picture to the side of the Jim Beam, alongside his ancestors and the distillers who preceded him in the family business.
THE GUARDIAN
FRED NOE
Frederick “Fred” Booker Noe III is the 7th generation Master Distiller, great-grandson of Jim Beam and keeper of a family flame that has been burning since 1795. Under the tutelage of his father, 6th generation Master Distiller Booker Noe, Fred came to appreciate and understand the craft of making bourbon and learned every aspect of the process.
Since taking over as master distiller, Fred has led innovation throughout the latest bourbon renaissance, crafting numerous successful innovations. He also played an important role in the development and promotion of The Small Batch Bourbon Collection, as he continued to grow the success of the SBC and made Knob Creek the first of the four batches to go global in 1998 – embarking on a World Tour to promote the brand. Fred also expanded the Knob Creek range with the Rye variant as well as the Single Barrel bourbon, and the special 25th anniversary edition.
In 2007, Jim Beam honored Fred’s legacy by placing his portrait on the Jim Beam Bourbon bottle label, alongside the six family distillers who preceded him in the family business – Jacob, David, David M., Jim, Jeremiah and Booker. Just a few years later, Fred was inducted into the Kentucky Bourbon Hall of Fame by the Kentucky Distillers’ Association and the Kentucky Bourbon Festival Board of Directors.
Today, Fred still resides in Bardstown, KY, on the historic Distiller’s Row, with his wife Sandy. He currently travels worldwide sharing the Beam family craft of whiskey making and the rich history of his family’s legacy. Fred is especially proud to be training and mentoring the 8th generation – his son Frederick “Freddie” Booker Noe IV – in the family craft.
Since taking over as master distiller, Fred has led innovation throughout the latest bourbon renaissance, crafting numerous successful innovations. He also played an important role in the development and promotion of The Small Batch Bourbon Collection, as he continued to grow the success of the SBC and made Knob Creek the first of the four batches to go global in 1998 – embarking on a World Tour to promote the brand. Fred also expanded the Knob Creek range with the Rye variant as well as the Single Barrel bourbon, and the special 25th anniversary edition.
In 2007, Jim Beam honored Fred’s legacy by placing his portrait on the Jim Beam Bourbon bottle label, alongside the six family distillers who preceded him in the family business – Jacob, David, David M., Jim, Jeremiah and Booker. Just a few years later, Fred was inducted into the Kentucky Bourbon Hall of Fame by the Kentucky Distillers’ Association and the Kentucky Bourbon Festival Board of Directors.
Today, Fred still resides in Bardstown, KY, on the historic Distiller’s Row, with his wife Sandy. He currently travels worldwide sharing the Beam family craft of whiskey making and the rich history of his family’s legacy. Fred is especially proud to be training and mentoring the 8th generation – his son Frederick “Freddie” Booker Noe IV – in the family craft.
Place
CLERMONT KENTUCKY
THE SOULPLACE
CLERMONT & THE WAREHOUSES
Purchased by Jim Beam during the Prohibition (1920-1933), the Clermont Distillery began operation in 1935. The Beam family famously got the distillery – which lay dormant during Prohibition – up and running again in just 120 days.
In 1988, 6th generation Master Distiller Booker Noe introduced Booker’s, a small batch bourbon made at Clermont.
Four years later, Booker released his Small Batch Collection, featuring Knob Creek, made with the Jim Beam mash bill, alongside Basil Hayden’s, Booker’s and Baker’s – all produced at Clermont, where they are still made today.
The Soulplace of Knob Creek is the warehouses. Booker created the soul of the brand in the warehouses – by tinkering with the barrels and tweaking the liquid, tasting batches and finding the sweet spot in the aged bourbons.
In 1988, 6th generation Master Distiller Booker Noe introduced Booker’s, a small batch bourbon made at Clermont.
Four years later, Booker released his Small Batch Collection, featuring Knob Creek, made with the Jim Beam mash bill, alongside Basil Hayden’s, Booker’s and Baker’s – all produced at Clermont, where they are still made today.
The Soulplace of Knob Creek is the warehouses. Booker created the soul of the brand in the warehouses – by tinkering with the barrels and tweaking the liquid, tasting batches and finding the sweet spot in the aged bourbons.
‘Hell, I’d live in a rackhouse if they’d let me.’
- Booker Noe
THE NAMESAKE
KNOB CREEK
Knob Creek, KY is the namesake and spiritual birthplace of the bourbon we know and love today.
Located in the vicinity of Beam's Kentucky distilleries, it is tied to Kentucky’s Abraham Lincoln heritage. The second and last Lincoln family farm in Kentucky was what Abe later called “the Knob Creek place.”
According to local tradition, Lincoln’s father was a seasonal hand at a nearby distillery in what is now Athertonville, also along Knob Creek.
The name Knob Creek pays homage to Abraham Lincoln, an American Icon from our past, reflective of the time when whiskey was made the way it was meant to be.
‘When whiskey was made the way it was meant to be.’
Located in the vicinity of Beam's Kentucky distilleries, it is tied to Kentucky’s Abraham Lincoln heritage. The second and last Lincoln family farm in Kentucky was what Abe later called “the Knob Creek place.”
According to local tradition, Lincoln’s father was a seasonal hand at a nearby distillery in what is now Athertonville, also along Knob Creek.
The name Knob Creek pays homage to Abraham Lincoln, an American Icon from our past, reflective of the time when whiskey was made the way it was meant to be.
‘When whiskey was made the way it was meant to be.’
Liquid
House Style Liquid
SEASONED BY TIME
Inspired by a Bottled In Bond style Bourbon: Characterized by sweetness of the mash bill, Minimum of 9 years aging with a lower distillation proof, barrel proof of 125, and bottling proof of 100 to give an authentic, full flavor profile.
If the distilling proof is low but the aging is long, time can be a great flavor generator. Therefore, all Knob Creek bourbons are aged a minimum of 9 years – because it takes 9 years for the bourbon to reach that rich, full flavor. Some bourbons ‘spike’ at 9 years, but this ageing is what gives Knob Creek its bold character and big flavor.
It is seasoned by time.
If the distilling proof is low but the aging is long, time can be a great flavor generator. Therefore, all Knob Creek bourbons are aged a minimum of 9 years – because it takes 9 years for the bourbon to reach that rich, full flavor. Some bourbons ‘spike’ at 9 years, but this ageing is what gives Knob Creek its bold character and big flavor.
It is seasoned by time.
‘Quality should never be a compromise.’
- Fred Noe
Experience
THE FIRST SIP
DRINK EXPERIENCE
A FULL FLAVOR
Knob Creek is a testament to authentic, ‘natural’ American whiskey. Inspired by pre-prohibition style bourbons, it is rich and full in flavour – aged for a minimum of 9 years to elevate the character that is developed over time.
The drink experience transports you back to the rackhouse, letting you taste the time it took to develop the rich flavour. It is full and authentic – reflective of the way Booker made it as he worked in the rackhouse, tinkering, tweaking and tasting directly from the barrel.
The Barrel Society program, started in 1997, really brings the Knob Creek tasting experience to life. People are invited into Warehouse K at Clermont, where they smell the space, feel the temperature and select and thief directly from the barrel – creating a sensory, real and personal connection with the barrel and liquid inside.
The drink experience transports you back to the rackhouse, letting you taste the time it took to develop the rich flavour. It is full and authentic – reflective of the way Booker made it as he worked in the rackhouse, tinkering, tweaking and tasting directly from the barrel.
The Barrel Society program, started in 1997, really brings the Knob Creek tasting experience to life. People are invited into Warehouse K at Clermont, where they smell the space, feel the temperature and select and thief directly from the barrel – creating a sensory, real and personal connection with the barrel and liquid inside.
Personality
Personality & Behavior
Grounded, Bold, Welcoming
GROUNDED
Authentic in character and full flavour, Knob Creek is a tribute to classic, ‘natural’ bourbon – the way it was meant to be.
BOLD
A distinctive bourbon that reflects the high standard that makes high proof whiskey for those looking for bolder flavor.
WELCOMING
With its authentic richness and full American character,
Knob Creek invites you in, transporting you straight to the rackhouse in Clermont, Kentucky.
Knob Creek invites you in, transporting you straight to the rackhouse in Clermont, Kentucky.
