Jim Beam Devil’s Cut given UK launch
Beam is launching its brand offshoot Jim Beam Devil’s Cut in the UK this month, focusing its initial roll-out on premium clubs and bars.
Devil’s Cut, which launched last year in the US, is the first whiskey of its kind to use liquid extracted from the wood of the barrel.
Jim Beam master distiller Fred Noe pioneered an innovative technique of washing the used bourbon barrel with water before ‘agitating’ the barrel to encourage the wood to release the whiskey that soaked in. It is then blended with Jim Beam Black to create Devil’s Cut.
At 45% abv, Jim Beam Devil’s Cut will be launched in select UK pubs and high end bars this month, strategically timed to coincide with Halloween on 31 October.
Branded POS and wooden beakers will be made available to stockists wishing to actively promote the new product, while both trade and consumer PR is being undertaken to raise awareness.
Besides suggesting it be drunk neat, Noe has created a range of suggested cocktail serves for Devil’s Cut, including a take on a ginger julep, bloody mary and whisky sour, which he calls ‘Fred Said’.
“We hope to inspire bartenders to have fun and experiment,” said brand manager Eileen Livingstone. “Not only is Devil’s Cut innovative, but it’s bringing new customers to the category.”
However the brand is not positioning itself to take advantage of the Christmas gifting opportunity in the off-trade, meaning supermarkets and high street retailers will have to wait until next year to take stock. Beam does intend to make it available in luxury shops before the festive season hits.
While Beam still aren’t ready to release an RRP, it is expected to be slightly higher than its sister and core Beam product Jim Beam Black, which retails for £17.99.
Aside from the US, Jim Beam Devil’s Cut also launched in Germany in July, Australia in April and European travel retail also in April, and will be rolled out to specific European domestic markets over the coming months.
35ml Devil’s Cut
15ml Bols Apricot Liqueur
10ml lemon juice
20ml pressed apple juice
Shake all ingredients over ice, strain and pour into a martini glass with an orange twist garnish.