Maxxium UK has announced the launch of Devil’s Cut, a first-of-its-kind innovation, introduced as part of Jim Beam’s continued investment in the UK and in response to the growing bourbon opportunity.
Devil’s Cut claims to deliver a premium bourbon experience to consumers both in and outside the category and accelerate the brand’s success as it introduces a new proposition to the category.
The latest in a succession of game-changing launches from Maxxium UK, 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.
Devil’s Cut is designed to provide a premium level entry point for 25+ year old consumers who are looking to expand their drinks repertoire.
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 as the latest innovation in Maxxium’s bourbon portfolio.
Red Stag by Jim Beam was the UK’s first flavoured bourbon and has already contributed an additional £5.5m to the category.
Jim Beam Honey, introduced ahead of its closest competitor in March this year, was the first honey-infused bourbon in the UK.
Devil’s Cut is available now at Coe Vintner’s, Wallaces, Gordon & Macphail, Forth Wines and Whiskey Exchange at £22.49.