By James Atkinson

New packaging for the Jim Beam Devil's Cut RTD range will build on the brand's strong market debut, the distiller says.

Jim Beam marketing manager Ben Andrews said Beam Suntory is confident the new black and gold livery will continue the strong foundation already created by the brand. 

"We’ve been in market for just over 18 months and have already secured over half the size of Wild Turkey 101’s volume and more than double that of Gentleman Jack," he said.

“The dark RTD 6-6.9 per cent category is an important focus for us, with Devil’s Cut representing 15 per cent."

The new look Devil's Cut will be available nationally from June with an RRP of $22.99.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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