Devil's Cut: How we made the launch of an innovative new bourbon as effective as hell

This case study describes the launch of Devils' Cut, a new bourbon whiskey from Jim Beam, in Australia.

Devil's Cut: How we made the launch of an innovative new bourbon as effective as hell

Agency: The Works

Advertiser: Beam Global Australia

Authors: Tom Donald & Damian Pincus

Total Campaign Expenditure:$2 – 5 million

Executive Summary

Devils' Cut is a brand new kind of bourbon extracted from the oak of the barrel. But how do you launch with a 'bang' when no one is crying out for yet anotherproduct in already cluttered bottleshops? By focusing on a simple metaphor & twisting the barrel to squeeze out the trapped bourbon & to explain what...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands