That’s how Jim Beam describes its new brand, Devil’s Cut, in its first television commercial for the 90-proof bourbon. Devil’s Cut is created through a high-tech version of ”sweating the barrel” to recover the bourbon trapped inside the wood after a barrel is dumped. That recovered bourbon is then blended with 6-year-old Jim Beam. The name is a play on the “angel’s share,” the amount of bourbon lost to evaporation.
The commercial begins in heaven and ends up in an underground bar, where Devil’s Cut is described as a “slightly sinister” bourbon that “ain’t for choirboys.” Watch it, and read more about the campaign, on Advertising Age’s website.
I didn’t find Devil’s Cut to be quite as intense as Jim Beam claims; read my tasting notes here.