Product Launch - AUS: Beam Inc's Jim Beam Devil’s Cut

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Beam Inc's Jim Beam Devil’s Cut


Category - RTD, Bourbon and cola, 6.66% abv

Available - Released to off-trade today (3 September)

Location - Australia, nation-wide

Price - SRP AUD22.99 (US$23.55) per 4x33cl bottle or 4x37.5cl can

Beam Inc has launched a ready-to-drink Bourbon and cola exclusively for the Australian market.

Jim Beam Devil’s Cut is launched today (3 September) in time for the Summer and targets barbecue and other outdoor events. It blends Jim Beam Bourbon and a less-sweet cola than used in Beam's other Bourbon-and-cola RTDs, the company said.

The drink is made using Bourbon "trapped within the wood of the barrel it is aged in" and mixed with six-year old Jim Beam, the company said. Jim Beam Devil's Cut was released in the US last year.

Last month, Pernod Ricard launched Jameson Natural Ground Raw Cola RTD in Australia and New Zealand.

Show the press release

Beam Global Australia Pty Ltd (Beam) has announced the introduction of a cheeky product that will bring out your playful side. The wicked new Jim Beam Devil’s Cut and Cola Ready-To-Drink (RTD) has been created exclusively for Australia, and is best served cold as hell. 

Following in the Devil’s footsteps, the new RTD combines the quality, craftsmanship and flavour of Devil’s Cut Full Spirit with a less-sweet cola, allowing the rich flavor of the premium bourbon to shine to through.

Providing a fresh new way for bourbon lovers to enjoy their favourite spirit in a convenient pre-mixed format, the Devil’s Cut RTD is ideal for BBQs and parties as the Australian summer heats up. 

“We went to hell and back to bring the new Devil’s Cut RTD to Australia! We’re very proud to be the first country in the world to launch this product,” commented Ray Noble, Brand Director – Bourbon, Beam Australia. “A clear step up from standard bourbon RTD’s, the Devil’s Cut RTD has a more robust flavour and depth that traps the spirit of Devil’s Cut for a richer experience.”

With a distinctive creation story that sets it apart from other dark spirit RTDs, Devil’s Cut is made using a unique process to extract bourbon from the wood of the barrel, before blending it with six year old Jim Beam.

As the bourbon ages, a portion of the liquid, known as the ‘Angel’s Share’, is lost to evaporation. As the remaining bourbon is removed from the barrel, a certain amount of liquid is left trapped within the wood. It’s this liquid, and the rich flavours from deep within the barrel wood, that Beam extracts to create the ‘Devil’s Cut’ - a quality, premium bourbon with a deep, dark flavour and aroma.

Devil’s Cut RTD will be available from today as 330ml bottle or 375ml can four-packs, RRP $22.99…and is best served cold as hell.

Original source: Company Release

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