Jim Beam Bourbon variant Devil's Cut unleashed to UK market

Devil’s Cut is the result of a new technique devised to extract the liquid that becomes trapped in the barrel during the ageing process. It is the opposite to the ‘angel’s share’ – the proportion of the whiskey that is lost to evaporation.

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.

Aimed primarily at upmarket bars, Devil’s Cut comes with recommended cocktail suggestions.

Eileen Livingston, Maxxium UK’s marketing controller for imported whiskeys, said: “Perfect on its own, or mixed in long serves, Devil’s Cut is designed to provide a premium-level entry point for 25-year-olds and over who are looking to enhance their drinks repertoire with a unique, bold choice.”

Livingston added: “Devil’s Cut portrays an edgy brand personality and, with its unique product story, it is set to capture the imagination of consumers while strengthening our position in the premium bourbon market.”

First launched in the US a year ago, Devil’s Cut follows Jim Beam Honey and Red Stag as the third Jim Beam variant to enter the UK this year.