Beam has sympathy for the devil


JIM Beam is denying the angels their traditional share of the whiskey maturation process with its latest product innovation – by extracting a ‘devil’s cut’ of bourbon trapped in the barrel.

The liberated bourbon, which is said to take on the natural elements of the wood, is added to six year old Jim Beam and bottled at 45% ABV.
The resulting Jim Beam Devil’s Cut is described as a “deep bold bourbon, both in taste and colour”.
Distributor Maxxium UK said the bourbon works on its own, chilled or mixed in long serves.

Image – Devil’s Cut is pitched as entry level bourbon for 25+ drinkers.