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There’s No I
In Beam:
Episode 1
The Power of Legacy, Passion, and Family:
A Conversation Between Two Generations of Dedication
7th and 8th generation Master Distillers Fred and Freddie Noe joined the U.S. Soccer legends Ali Krieger and Clint Dempsey at the Kitchen Table at James B. Beam Distilling Company for a conversation about the journeys that shaped their lives. Though their professions couldn’t be more different, their stories revealed shared themes:
the power of dedication, the influence of family, and a passion for leaving
a meaningful legacy for future generations.
FRED'S LEGACY
Fred Noe reflected on the deep sense of family and tradition embodied in the "family table," originally from Jim Beam's home and now a centerpiece at their restaurant. The table symbolizes connection and storytelling, where his father, Booker, welcomed guests with drinks and plenty of laughter—a tradition Fred and Freddie continue today through their work and hospitality. The conversation further highlighted the parallels between the family values of Jim Beam and teamwork in soccer. Despite being an only child, Fred sees the Beam legacy as a collective effort, welcoming everyone who touches the brand as part of the "Beam family” including Ali and Clint. The shared passion for bringing people together, whether over a drink or a common goal, remains central to Beam tradition.
Ali’s Soccer Journey
Ali Krieger’s love for soccer began at six, inspired by her dad, who coached her from a young age. Their bond was unique, blending the roles of coach and parent. While it wasn’t always easy to separate the two, Ali cherished every moment they shared. Her dad encouraged her to train with boys, teaching her to embrace discomfort and constantly strive to improve. Despite challenges and doubts from others about her decision to pursue soccer, Ali remained true to her passion. Through relentless hard work, her achievements followed. Now a two-time FIFA World Cup champion, Olympian, retired soccer player, and mom, she credits her dad for shaping both her career and life. "Cheers to Ken," she says, honoring his lasting influence.
Freddie’s Mantra
Freddie Noe, who works alongside his father Fred at James B. Beam Distilling Co., shares a deep sense of family pride and connection to their craft. Guided by his dad’s advice to “be yourself”, Freddie found his own passion for the whiskey business without ever feeling pressured into it. He hopes to instill the same values in his children, encouraging them to pursue their interests while emphasizing the importance of independence and learning through challenges. Freddie shared a story about his daughter, who has recently shown an unexpected drive to follow in his footsteps —proof of the family legacy continuing in inspiring ways.
Clint’s Story of Sacrifice
Growing up in Nacogdoches, Texas, Clint Dempsey reflected on his parents' incredible dedication to his soccer dreams. They sacrificed a lot to make it happen, trading a traditional college fund for opportunities on the field. For Clint, anything less than giving his best felt like a disservice to their hard work. Now a parent himself, Clint understands the difficult choices that come with pursuing passions—like missing important milestones while traveling for his career. However, he views these decisions not as sacrifices but as daily choices to follow what you love. As a father of six, he reflects on the joys and chaos of family life, often joking about the challenges of raising so many kids while anticipating the day he transitions into being a grandfather.
Come as Friends, Leave as Family
The conversation naturally turned to the role of passion in work, whether it’s crafting whiskey or playing soccer. They shared how stepping out of their comfort zones, taking risks, and striving for excellence drives them to succeed. At the heart of it, they agree it’s all about loving what you do and leaving a meaningful legacy.
With the day wrapping up, Ali and Clint presented both Fred and Freddie with soccer jerseys, as is customary with soccer players swapping jerseys at the end of a game. Not soccer players themselves, Fred and Freddie returned the favor with bottles of Booker’s for Ali and Clint to take home and enjoy.
With gifts exchanged, the sense of connection deepened, and the mood lightened, the group prepared for a toast. “We came as friends but are leaving as family,” Fred said, sparking smiles and laughter all around—a perfect close to an inspiring conversation.
Stay tuned for episode two. Coming soon.