Jim Beam Moves into New Dark Spirit Segment with Devil’s Cut & Cola 9%

 Jim Beam is set to launch Devil’s Cut & Cola 9% RTD this month. This will be the only premium brand offering in the super high ABV.

Beam Suntory Australia has released the new product after seeing the phenomenal growth the super high ABV segment of Dark RTDs is currently experiencing, and believes the new product will open up a new segment of dark spirit drinkers.

Devil’s Cut 9% is available in a convenient 250ml can, making it 1.8 standard drinks per serve.

The flavour profile incorporates the well-rounded vanilla flavours and dry finish that the original Devil’s Cut 6.66% RTD offers, while the new 9% formulation delivers a unique balance of strength and flavour not seen before.

Since its launch in 2013, the Devil’s Cut brand has experienced quick growth and is now the seventh ranked Bourbon RTD with an ABV of 6%+ in Australia.

Through 2015, Beam Suntory will be supporting the brand with BTL investment across on- and off-premises in Australia, and ATL with the release of its new TV campaign starring Jim Beam Global Brand Ambassador, Mila Kunis. Both will promote the unique strength and flavour of the Jim Beam trademark, which is unrivalled in its category.

Devil’s Cut & Cola 9% will be available from 12 February, retailing for $22.99 per 4-pack of 250ml cans.

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