Jim Beam given devilish twist

27 September, 2012

Jim Beam has given its regular bourbon a devilish twist and launched a new addition to its core range.

The Kentucky brandís Devilís Cut bourbon will appear in luxury outlets like The Whiskey Exchange before it is rolled out across the entire off-trade.

Jim Beamís master distiller Fred Noe discovered a way of washing a used bourbon barrel with water and agitating it to extract the bourbon soaked into the wood.

This bourbon is known as the Devilís Cut.†

It is blended with six-year-old whiskey to create a robust bourbon with woody richness that has an abv of 45%.

Mike Green, brand development manager at brand owner Maxxium, said: ďThe initial flavour of the wood is followed by hints of cinnamon and nutmeg and the finish is dry and astringent.Ē

The Devilís Cut has been released to coincide with Halloween. Beam has not released an RRP, but it is expected to be slightly higher than its sister and core Beam product Jim Beam Black, which retails for £17.99.

The Whiskey Exchange is selling it for £25.75 online.

Brand manager Eileen Livingstone said: ďBourbon means business in the US and in the UK. Jim Beam is back in business and this drink will bring new consumers to the category.Ē

However, the drink is not expected to hit supermarket shelves before Christmas.†




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