Jim Beam Devil’s Cut arrives in European travel retail

04 April, 2012

Beam will enter Jim Beam Devil’s Cut into European travel retail this month following its debut in the US last year.

Distributed by Maxxium Travel Retail, the €25.99 (1 litre) bourbon will initially be available in Heinemann, Eurotrade and Aerofirst stores.

Antony Kime, Beam’s Europe, Middle East, and Africa travel retail business manager, said: “European travel retail is an important showcase for Jim Beam and also a key market, particularly in Germany and Russia.

"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.”

According to Maxxium, Beam's latest expression is named after a “technique to extract the bourbon or ‘devil’s cut’ trapped in the barrel”.

The whiskey is then added to an “extra-matured" bourbon barrel for a further period of maturation and bottled at 45% abv.

The result - said the owners of the 5.3 million nine-litre case Jim Beam brand – is a “deep bold bourbon, both in taste and colour”.





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