President of the Texas Distilled Spirits Council Mike Cameron has launched Devils River Whiskey, a new small-batch, grain-focused Texas Bourbon.The new whiskey is described as "bold" and is said to have an unusual mash bill resulting in warm, golden notes thanks to a proprietary fermentation process. With a mash bill comprising 75% corn, 21% rye and 4% malted barley, the liquid is distilled in traditional copper stills and then aged in dark charred oak barrels. The expression's name pays homage to the Devils River in Texas, said to capture"the spirit of the water it draws its name from". Cameron, who is also the co-founder of Rebecca Creek Distillery, serves as president and chief operating officer of Devils River Whiskey. He established a strong team to help build the brand, including Eric Hundelt as senior vice president of marketing who brings 18 years of experience with a range of brands including Smirnoff Vodka and Angels Envy Kentucky Straight Bourdon. Keith Neill, senior vice president of sales, previously served as senior vice president of Republic National Distribution Company (RNDC) North and West Texas, overseeing record sales growth. Hundelt said: "Even when looking at the whiskey, the deep caramel colour speaks to the high-quality grains and water used in our production process. We are committed to capturing the boldness and spirit of the waters the whiskey draws from and channelling it into the finished product." Devils River Whiskey will start shipping across Texas in April 2017, with a suggested retail price of $29.99 for a 750ml bottle.