Jim Beam Devils Cut will be available in Europes travel retail channel from this month

Jim Beam Devil's Cut will be available in Europe's travel retail channel from this month

Beam Inc is extending the presence of its Jim Beam Devil's Cut variant to the European travel retail channel.

The company, which launched Devil's Cut in the US last year, said late yesterday (3 April) that the Bourbon will be available from this month, initially in Heinemann, Eurotrade and Aerofirst. A 1-litre bottle will have an RRP of EUR25.99 (US$34.20).

“European travel retail is an important showcase for Jim Beam and also a key market, particularly in Germany and Russia,” said Beam’s EMEA travel retail business manager, Antony Kime. “The addition of Devil’s Cut to our growing portfolio forms part of our increased investment in the brand, making the Bourbon category more accessible to new consumers.”

Distribution of Devil's Cut will be handled by Maxxium Travel Retail.