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The Literary Dram

A Spirit in one hand, a Book in the other

The Bourbon:  Booker’s

The Book:  The True Believer by Eric Hoffer

Booker Noe was a one-of-a-kind distiller, Eric Hoffer a one-of-a-kind philosopher. Together, can they ever help me understand how Trump ended up President?


Straight from the barrel, uncut and unfiltered, Booker’s is pure orange-mahogany and, at a whopping 64% abv, not to be intimidated. Intense nose  of caramel, oak, and nutty rye. Lots of sweet heat in the mouth, complex waves of wood and spice. An outlier. A tough Southern charmer. (batch 2015-15, aged 6 yrs 7 mths)


Booker Noe, grandson of Jim Beam, was master distiller at Beam distilleries in Clermont and Boston, Kentucky from 1965-1992. He liked to choose favourite barrels from the centre (fifth and sixth floors) of the rackhouse, where he believed the temperature and humidity made for perfect maturation, and from these bottle a little bourbon for his family and friends. In 1988 the idea went public and Booker’s Bourbon was born. It revived interest in premium bourbon. After he retired Booker travelled widely as a Beam ambassador, telling stories about his Kentucky roots, a glass of his beloved Booker’s never far out of reach. He was 6 ft. 4, of ample girth, a straight-talking man with a ready smile, full of homespun wisdom. When he died in 2004 he was already a legend.


Booker’s is one of four “small batch” bourbons marketed by Jim Beam, together with Baker’s, Knob Creek, and Basil Hayden. It’s generally considered the best of the bunch, although each has its champions. Jim Beam, the world best selling bourbon brand, is now under the umbrella of Japan’s Suntory Holdings, but Beam decendants are still very much in evidence. Booker’s son Fred is now the master distiller, carrying on the tradition of releasing premium products that stir up the market. Booker’s Rye, the first rye whiskey under the Booker’s brand was named “World Whiskey of the Year” in the 2017 edition of Jim Murray’s Whisky Bible.

Booker would be proud.

Would he have voted for Trump? He strikes me as a man who bucked the system, and Kentucky went 62.5% in favour of the Republicans, carrying all eight electoral seats. I’d give Booker the benefit of the doubt. I won’t let it stand in the way of a good slug of his bourbon.


Eric Hoffer was born in New York City in 1898. His parents had emigrated from Alsace, then part of Germany. Hoffer learned to read at an early age but when he was 7 he suddenly went blind and for the next 8 years remained that way, never returning to school. When he suddenly regained his sight, he devoured books, fearful he might go blind once again. Hoffer was a self-taught man, had no academic training, spending much of his working life as a longshoreman on the docks of San Francisco. He didn’t marry and in his off hours could often be found in the public library. He filled countless notebooks with his own thoughts about what he read. From 1951 to the time of his death in 1983, he published ten books on moral and social philosophy. His first remains his best known — The True Believer: Thoughts on the Nature of Mass Movements.


Interest in the book spiked when Dwight Eisenhower listed Hoffer as his favourite author. Sixty-five years later Hilary Clinton was distributing copies to her staff during her campaign for president. Needless to say, Trump wasn’t. His acolytes would have recognized Hoffer’s description of a mass-movement leader:

Exceptional intelligence, noble character and originality seem neither indispensable nor perhaps desirable. The main requirements seem to be: audacity and a joy in defiance; an iron will; a fanatical conviction that he is in possession of the one and only truth; faith in his destiny and luck; a capacity for passionate hatred; contempt for the present; a cunning estimate of human nature; a delight in symbols (spectacles and ceremonials); unbounded brazenness which finds expression in a disregard of consistency and fairness; a recognition that the innermost craving of a following is for communion and that there can never be too much of it…


I came to this book after seeing repeated references in articles that attempted to explain how a bombastic reality show host / real estate tycoon with no political experience massed a following big enough to send him to the White House. Although the book moves about in various directions, my own interest spiked when I read, as I did time and time again, hypotheses that seem to fit Trump to a capital T.

The quality of ideas seems to play a minor role in mass movement leadership. What counts is the arrogant gesture, the complete disregard of the opinion of others, the singlehanded defiance of the world. . . .There can be no mass movement without some deliberate misrepresentation of facts.” 

The fanatic cannot be weaned away from his cause by an appeal to his reason or moral sense.

Hoffer’s book was written shortly after the end of WWII, with the rise of Nazism and Fascism still fresh in the author’s mind. They serve as ready reference, but so does Christianity and Islam, and an array of other political revolutions. What’s fascinating is the thesis that there are common elements underlying all mass movements (no matter if they end up for the good or not), often a reflection of the human willingness to turn a blind eye to reason.

Hoffer style is terse, with a steady stream of aphorisms. He packs a lot into a page, so much so that it is an effort to retain all the points he makes. I took to adding check marks in the margins, at points I would return to…

All mass movements, irrespective of the doctrine they preach and the program they project, breed fanaticism, enthusiasm, reverent hope, hatred, and intolerance.




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