Bourbon ambassadors are on the front lines of whiskey education, teaching everyone from brand-new consumers to seasoned bartenders about their products. When it comes to the world’s best-selling bourbon, Jim Beam’s Hunter Davis is often the face of Beam on tours and at special events. The Whiskey Wash recently caught up with Davis to learn more about his role:
1. How did your career path lead you to this point?
Coming out of school, I had a lot of ideas about what I wanted to do, but two things I was sure about: I love Kentucky and I love the craft of bourbon. From there, it was a matter of finding a way to connect those things with my skill set. I started in the industry with Kentucky Distillers’ Association in Frankfort, Kentucky. (They’re the folks behind the Kentucky Bourbon Trail.) After that, I found my current post with Jim Beam.
2. When you were a tour guide years ago, what were the most common misconceptions about bourbon and the bourbon industry? Are consumers more educated now?
I still give tours! It’s a big part of what I do as an Ambassador. One of the great things about working for Jim Beam is the wide recognition of our brand. It makes my job much easier! Because of our recognition, I meet a wide variety of folks, ranging from the never-had-bourbon to the dyed-in-the-wool connoisseur. Some common misconceptions are that bourbon must come from Kentucky (just the best does!), and that bourbon is different from whiskey. However, on the whole, people are pretty educated about bourbon now. They look beyond mash bill and length of aging to see the whole process of how our whiskies come to be. If there is one thing that I enjoy most about this job, it’s that there is always something more to learn. No one has it all figured out, but when it comes to bourbon I’m willing to try!
3. What is the coolest thing you’ve done as a representative of Jim Beam?
I’d have to say one of the coolest things I’ve done at Beam is the Knob Creek Campout. Last year, we hosted a campout on the grounds of our distillery in Clermont, Kentucky. It gave a group of consumers the chance to connect with one of the greatest bourbons out there. From meeting the people who make it (including Fred Noe), to hanging out with Chef Michael Symon as he roasted a Knob Creek-infused whole hog, it gave insight for people into just how much care we put in to our whiskey. To give fans an experience like that and watch their reaction is really rewarding.
4. What do you think makes Jim Beam the best-selling bourbon in the world?
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The things that I really like about Jim Beam are the consistency of quality and the story of the family behind it. First, for quality, Jim Beam understands that you can sell anybody a bottle of bourbon once. It’s the repeat customer that keeps you in business. We’ve been doing that for over 200 years. Without a quality product inside, the consumer won’t stick around for long. That’s something Col. James B. Beam knew in 1935, and it’s something that helps guide us today.
Second, the Beam family is really unparalleled when it comes to distilling. Our current Master Distiller, Fred Noe, is the seventh generation Beam to be in that role for our distillery. The tradition and know-how of the Beams has helped us to be what we are today. There is a saying that “Behind every great bourbon, there is a Beam.” This family has touched so many brands that we connect with, it’s a little overwhelming. Fred takes this heritage seriously, and I think you see that in his work.
5. What’s your favorite bourbon?
My favorite bourbon is the one that is in my glass! For now, I really like non-chill filtered barrel strength bourbons, including our own Booker’s bourbon.
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