By Amy Looker, editor National Liquor News
Jim Beam is throwing its weight behind the high ABV dark RTD category with the launch of Devil’s Cut & Cola 9% RTD.
The new offering comes in a 250ml can, with 1.8 standard drinks per serve, and takes its cues from the original Devil’s Cut 6.66% RTD, with well-rounded vanillas and a dry finish.
According to Jim Beam’s marketing manager, Ben Andrews, the new nine per cent formulation will deliver a unique balance of strength and flavour that only Jim Beam can deliver.
“Jim Beam Devil’s Cut showcases the innovative spirit of Jim Beam and market research has shown investment in this brand has strong halo effects for the entire Jim Beam trademark. Devil’s Cut 9% shows that Jim Beam is once again leading from the front and delivering new products to grow and develop the bourbon category,” he said.
“Support for the Devil’s Cut brand will continue in 2015, with heavy investment below-the-line across both on and off-premise channels, and above-the-line with a new TV campaign starring Jim Beam global brand ambassador, Mila Kunis. The campaign will reinforce both the authenticity and strength of the Jim Beam trademark and show the innovative spirit that no other competitor can match.”
Devil’s Cut & Cola 9% is available in four-packs with an RRP of $22.99.