Jim Beam Unleashes Highly Anticipated Devil’s Cut on Australia – Sunday American Whiskey News

Jim Beam Unleashes Highly Anticipated Devil’s Cut on Australia

Jim Beam is expecting a hot reception to the Australian release of their new premium bourbon; Devil’s Cut. In an innovative first, Jim Beam uses a unique proprietary process to extract bourbon from the wood of the barrel before blending it with six year old Jim Beam, resulting in a deep, dark flavour and aroma that bourbon consumers won’t be able to resist.

Devil’s Cut plays on the notion of the “Angel’s Share” in bourbon making; the portion of liquid lost to evaporation. After ageing, when the bourbon is emptied from the barrels, a certain amount of whiskey is left trapped within the wood. It’s that liquid, and the rich, wicked flavours it has developed that are extracted to blend with a six year old Jim Beam Bourbon, producing the 90 proof Devil’s Cut.

Ray Noble, Brand Director of Bourbon, believes Devil’s Cut will encourage bourbon aficionados to invest in premium Jim Beam products.

“Following the product’s success in the US, Australians have been eagerly waiting for it to hit the shelves here – the intrigue from consumers through social media and in-store has been overwhelming. It’s exciting to be able to finally offer bourbon lovers of Australia our Jim Beams Devil’s Cut which will definitely appeal to people who are looking for a bourbon product with a more robust flavour, excitement and depth, ” said Noble.

With Australian’s love of bourbon, the Jim Beam team is optimistic that bourbon enthusiasts will appreciate the intense notes of wood, oak and vanilla, derived from the charred oak barrel, that Devil’s Cut has to offer, and is best enjoyed neat, on the rocks or mixed with cola or dry.

Devil’s Cut will make up one of the six characters in Jim Beam’s latest promotion, The Vegas Job. One lucky Australian will be flown to Las Vegas, along with five of their friends, to engage in a series of daring stunts in order to retrieve the stolen Jim Beam recipe and the chance to win up to $50,000. Each contestant will be matched with the Jim Beam product that best suits their personality, playing on the brand characteristics of Jim Beam Honey, Jim Beam Black Cherry, Jim Beam White, Jim Beam Black and Jim Beam Bonded.

To find out more about Devil’s Cut, along with The Vegas Job, visit Jim Beam’s Facebook page: http://www.facebook.com/JimBeamAustralia and the Australia website: http://www.jimbeam.com.au

Devil’s Cut will be unleashed on all good liquor stores for a RRP $49.99.

About Beam Inc.

As one of the world’s leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company’s brands, including Jim Beam Bourbon, Maker’s Mark Bourbon, Sauza Tequila, Canadian Club Whisky, Courvoisier Cognac,

Teacher’s Scotch Whisky, Kilbeggan Irish Whiskey, Laphroaig Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, EFFEN Vodka, Pucker Flavored Vodka, Larios Gin, Whisky DYC, DeKuyper Cordials, and Skinnygirl Cocktails. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,200 passionate associates worldwide generated 2011 sales of $2.8 billion, volume of 34 million 9-liter cases and some of the industry’s fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

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