You can’t get blood from a stone but apparently you can squeeze Whiskey from wood according to the folks at Jim Beam. Is this clever marking, quality booze, neither, or both?
Preliminarily announced earlier this year, Jim Beam is now producing and marketing a new spirit, The Devil’s Cut, that claims to be the product of “a proprietary process that actually pulls out the rich whiskey trapped inside the barrels’ wood after they’re emptied.” The “wood extract” is blended with 6 year-old bourbon and bottled as a 90 proof premium bourbon.
The name is based on the old distillery slang for the raw whiskey that evaporates during the aging process. The portion that is lost due to pure evaporation through the barrel is known as the Angel’s Share. The portion that is absorbed and trapped in the barrel’s wood is known as the Devil’s Cut. So I guess Jim Bean has found a way to cheat the Devil.
Will it be any good? Who knows. Is this “new process” just marketing? Probably. I do know that I am aways up to try an innovative brew or spirit and while I am not a big Jim Bean fan I will give it a try if I come across it.
It will be available in select States this month and more widely by the summer. It’s anticipated to be around $25 per bottle. If you have tried it let us know what you think.