Continuing to push the envelope in the bourbon category, Jim Beam® debuts the latest innovation in its portfolio – Devil’s Cut™. The new, premium bourbon whiskey is created using a proprietary process that extracts the liquid trapped inside the wood of the bourbon barrels. The product is a robust premium bourbon with a deep color, aroma and character that showcases notes of wood, oak and vanilla derived from the barrel wood.
Devil’s Cut plays off the notion of “Angel’s Share” in the bourbon-making process. As bourbon ages, a portion of liquid is lost from the barrel due to evaporation – that’s the Angel’s Share. After aging, when the bourbon is dumped out of the barrel, a certain amount of whiskey is left trapped within the wood of every barrel—it’s that liquid, and the rich flavors from deep within the barrel wood it contains, that has been extracted and put back into extra-aged Jim Beam Bourbon to create Devil’s Cut.
“The barrel is the soul of any bourbon – it always has been,” said Fred Noe, seventh-generation Beam family distiller and great-grandson of Jim Beam. “With Devil’s Cut, we’re breaking new ground by unleashing that trapped bourbon from the barrel and giving people a chance to really experience that bold flavor in a way that they never have before.”
To create Devil’s Cut, Jim Beam distillers begin by emptying barrels of extra-aged, six-year Jim Beam Bourbon. The barrels are then agitated through a proprietary process to pull the trapped bourbon and flavors from the barrel wood. The liquid (with the extracted elements it now contains) is then held for an appropriate length of time until it has developed the proper balance of bourbon notes. In the final step, this special liquid is carefully added back to extra-aged Jim Beam to create the finely-balanced, smooth 90 proof Devil’s Cut Bourbon.
“Devil’s Cut brings you even closer to the bourbon making process,” said Rob Mason, Director, U.S. Bourbons, Beam Global Spirits & Wine. “We think this is a product that both our long-time fans and curious newcomers will appreciate. It’s an opportunity to experience the charred oak barrel, which has always played a crucial part in making Bourbon.”
Devil’s Cut has already been well-received within the bourbon industry. Charles K. Cowdery, author of Bourbon, Straight, states: “I predict the enthusiast community will be enthusiastic about Jim Beam Devil’s Cut…In the course of about a year, Beam Global has [become] arguably the most innovative [spirits company], and their willingness to bet the flagship brand on these escapades makes it even more impressive.”
Jack Bettridge, Senior Features Editor at Cigar Aficionado, describes Devil’s Cut as “a very full-flavored, tasty whiskey that manages to belie its origin and coloration by being smooth and approachable as well.”
Devil’s Cut will be available in select states (NH, PA, VA, WA, OH, NC, and OR) in May, and nationwide this summer for a suggested retail price of $23.99 for a 750ML bottle. For more information about Devil’s Cut, go to www.jimbeamdevilscut.com or visit us on Facebook® at www.facebook.com/JimBeam.
Jim Beam is committed to social responsibility and advises legal purchase age consumers to drink smart®. Through drinksmart.com, Beam Global educates legal purchase age consumers about how to make responsible choices about alcohol.
About Beam Global Spirits & Wine, Inc.:
Beam Global Spirits & Wine, Inc. (“Beam Global”) is one of the world’s largest premium spirits companies, encompassing a portfolio of nearly 100 brands (including 10 of the world’s top-100 premium spirits brands), more than a dozen global operating and commercial facilities and 3,200 employees worldwide. Consumers from all corners of the globe call for our brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Teacher’s® Scotch Whisky, Maker’s Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Hornitos ™ Tequila, EFFEN® Vodka, Larios® Gin, Whisky DYC®, DeKuyper® Cordials, Knob Creek® Bourbon and Skinnygirl® Cocktails. Growth through innovation is a key strategy at Beam Global, with Red Stag by Jim Beam® Bourbon, Cruzan® 9 Rum, Maker’s 46™ Bourbon and Courvoisier® 12 Cognac and Courvoisier® 21 Cognac all being launched as new products over the past two years. Beam Global is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company. For more information on Beam Global, its brands, and its commitment to social responsibility, visit www.beamglobal.com and www.drinksmart.com.
Jim Beam® Devil’s Cut™ Kentucky Straight Bourbon Whiskey, 45% Alc./Vol.
©2011 James B. Beam Distilling Co., Clermont, KY.
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