Jim Beam & Maker's Mark Incentive Trips To Louisville, Kentucky USA


'Welcome To The Home Of Jim Beam' Incentive Trips x 2


Fuel Sydney required two trade incentive group travel experiences. Trip 1 was for 39 trade partners (off-licence venue owners) and 6 Coca-Cola Amatil Managers (Beam’s distribution partner). Trip 2 was for a mix of 19 VIP trade customers and the winning bartenders from Beam’s The Perfect Blend Cocktail Competition.

The aim of the trips was to help build relationships with Beam’s trade partners while showcasing the essence and history of the brand, in the birth town of Beam, Louisville Kentucky. The itineraries needed to feature exciting and unique elements that would create long-lasting memories and appeal to a broad range of participants.


33 Degrees created bespoke itineraries and provided unrivalled access to some of the most popular establishments, eateries and sites in Louisville including the chance to get behind-the-scenes and meet the locals. For the second incentive trip, we even arranged a private dinner at the Noe family residence (the 7th generation family behind Jim Beam bourbon) which showcased Southern hospitality at its finest.

Guests enjoyed free flowing bourbon from the Beam portfolio, plenty of Southern grub, including Grilled Pork Chop & Skillet Fried Chicken (flambéed on the grill by Freddie Noe himself), Butter Bean Soup and baked apples. They relaxed with the Noe family in their backyard, enjoyed a live band performance and were granted access to Fred Noe’s ultimate man-cave.

33 Degrees managed all aspects of the trips including travel requirements (flights, accommodation, on-ground transportation) and traveller correspondence as well as providing a 33 Degrees host to accompany the group and provide on-ground assistance. This ensured the trips ran smoothly, and consistently reflected the Beam brand personality and values at all times.

Beam Kentucky Homestead


The feedback from the trip was overwhelmingly positive.

I attended a trip to Kentucky co-ordinated by 33 Degrees, we took a number of prize winning customers with us. It was important for us to reflect the authentic brand heritage our Bourbon brands have to offer. We packed so much in, allowing us to entrench ourselves in several experiences that Kentucky had to offer but also balancing time to either keep exploring on our own time, or recharge where necessary. It was co-ordinated well prior to leaving Australia - and would not have been the same without an agency person present with us on the tour.  This made my job so much easier! Lots of memorable times, laughs and friends made, I would not hesitate to recommend 33 Degrees for any future trips
— CCA participant Dianne Rooke
I’ve had one of the best times away I’ve ever had in my life. It’s my first time to America. I’ve had the opportunity just to really indulge myself in the city (Louisville) and I’ve had the time to be able to do it. I’ve kicked in a bourbon palette which I didn’t think was there (being a gin and rum drinker). Seriously guys, thank you so much – I love it and can’t wait to bring my family back again
— Angela, a trip attendee from Perth

One bartender participant was so inspired by the experience, he created a cocktail in its honour for his entry into the 2018 ‘Perfect Blends’ cocktail competition. It seems he’s pretty keen to get back to Kentucky to do it all again! 

The story of the cocktail I created called ‘Second Time’s A Charm’ began from an adventure of a lifetime I took to the home of Bourbon: Louisville, Kentucky. During this time, I was fortunate enough to cross paths with the renowned Noe family who offered to show my companions and I the true meaning of Southern hospitality: inviting us to a family feast. We were delighted to be part of one of the Noe family rituals of flambéing chops with a healthy dose of Booker’s Bourbon. Bringing together Lamb-Fat Washed Knob Creek Rye, DOM Benedictine, Lemon Juice & Rosemary & Thyme Syrup, this memory is born again
— Sean, a trip attendee from Brisbane.
Fuel Sydney have been working with 33 Degrees for 10 years. The team at 33 Degrees have managed numerous and varied projects for our clients and we regard them as an extension of our team. Most recently 33 Degrees handled a very large trade incentive for Beam Suntory to Kentucky. The team at 33 Degrees make a genuine effort to understand the brand they are representing and have always gone over and above to meet our often-demanding requests. They know their stuff, and are a pleasure to work with.
— Sara Roe, Director, Fuel Sydney
4. Beam_Kentucky Music.jpg
Andrew Keese