Jim Beam Promotes Devil's Cut Premium Bourbon in First TV Commercial

Above, watch the first TV spot for Jim Beam Devil’s Cut – a stronger (90 proof) and higher-priced ($23.99 vs $15.99 for regular Jim Beam) bourbon, which launched last year. It's also just the second television ad in the Jim Beam brand’s history, following last year's "Bold Choices" campaign starring Willem Dafoe.

As Marketing Daily notes, prior to this spot

Devil’s Cut’s marketing support had included retailer promotions and digital consumer promotions featuring Kid Rock, the spokesperson already on board for Red Stag and other JB promotions/ads. For Devil’s Cut, for example, Kid Rock surprised “unsuspecting guys” on Twitter, who were having “a boring Friday night in,” by sending them personalized video messages urging them to have a “bold night out” that “unleashed their spirits,” as well as giving them free tickets to his concert in Atlanta.