Shake History finalists to compete for Fred Noe’s seal of approval


Maxxium UK welcomes Jim Beam’s Seventh Generation Master Distiller Fred Noe to London on the 6th November to judge the final round of the Shake History bartender competition—a first for Noe in the UK—and lead an exclusive bourbon masterclass.

Jim Beam’s® Make History bartender challenge, Shake History, drew teams from across the UK, six of whom will now compete in a final like no other at The Blues Kitchen in Shoreditch for a once-in-a-lifetime opportunity to make their own history in Kentucky at the Jim Beam American Stillhouse.

To enter the competition, bar teams of three to four members 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. The six bar teams competing for the grand prize include: The Cocktail Trading Co. (London), MASH (London), City Social (London), The Milk Thistle (Bristol), The Lace House (Nottingham) and Steam and Rye (London).

Once the winning team is announced, Noe will lead an exclusive bourbon masterclass, giving guests a first-hand taste of a selection of the Jim Beam bourbon portfolio.

Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh says: “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.”

The Shake History competition is part of the global Jim Beam® Make Historycampaign, which invites Bourbon fans around the world to “Come As Friends, and Leave As Family.”