Jim Beam captures the ‘devil’s cut’

Maxxium UK has announced the launch of Devil’s Cut, a new premium expression in the Jim Beam family of bourbons aimed particularly at top-end bars.

Filling used Jim Beam casks with water, it involves a unique technique to extract the bourbon or “devil’s cut” infused into the barrel during ageing – inspired by the “angel’s share” which is the spirit that evaporates during maturation.

The liquid, which takes on the natural elements of the wood, is added to six-year-old Jim Beam bourbon and bottled at 45 per cent ABV, resulting in a bourbon that is deep bold in taste and colour. It is being promoted for classic-style and original cocktails such as a twist on a Sour.

Suitable for drinking neat or mixed, Devil’s Cut is designed to provide a premium-level entry point for people aged over 25. It was launched in the US last year. Devil’s Cut is initially available only in the UK on-trade and selected luxury off-trade outlets.

It joins Red Stag by Jim Beam and Jim Beam Honey as the latest innovation in Maxxium’s bourbon portfolio. According to Nielsen and CGA data, Jim Beam overall has grown by 18 per cent volume in the last year compared with imported whisky category growth of three per cent.

Maxxium UK’s marketing controller for imported whiskeys, Eileen Livingston, said: “Innovation is at the heart of the Jim Beam brand, and this launch forms part of the company’s increased investment in the Jim Beam family to drive interest and growth in the category.

“There is significant potential for bourbon growth, and Jim Beam is leading the way and investing in the UK with a series of innovative launches that opens up the category to brand new consumers.

“Devil’s Cut portrays an edgy brand personality and, with its unique product story, is set to capture the imagination of consumers whilst strengthening our position in the premium bourbon market.”

Devil’s Cut is available from Coe Vintners, Wallaces, Gordon & MacPhail, Forth Wines and The Whisky Exchange.

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