Jim Beam unleashes Devil’s Cut

Maxxium UK has launched Devil’s Cut as part of Jim Beam’s continued investment in the UK and in response to the growing bourbon opportunity.

Devil’s Cut plays on the notion of the ‘angel’s share’, the liquid lost to evaporation during ageing. Jim Beam's distillers have developed a technique to extract the bourbon or ‘devil’s cut’ trapped in the barrel during this process. The liquid, which takes on the natural elements of the wood, is added to six year old Jim Beam bourbon and bottled at 45% ABV, resulting in a deep bold bourbon, both in taste and colour.

The new premium bourbon is designed to provide a premium level entry point for 25+ year old consumers who are "looking to enhance their drinks repertoire with a unique, bold choice".

Devil’s Cut is initially available in the UK on-trade and selected luxury off-trade outlets. It joins Red Stag by Jim Beam and Jim Beam Honey in Maxxium’s bourbon portfolio.

Devil’s Cut is available now at Coe Vintner’s, Wallaces, Gordon & Macphail, Forth Wines and Whiskey Exchange at £22.49.
 

1 October 2012 - Felicity Murray