Ok, We Admit - The New Jim Beam Apple Watch Is Cool - The Whiskey Wash

Ok, We Admit – The New Jim Beam Apple Watch Is Cool

By Nino Kilgore-Marchetti / September 7, 2016

Today is the day Apple fans the world over have been waiting for – the day Apple will introduce yet another new iPhone and related technology whiz-bangs. In the whiskey world, meanwhile, news dropped today of a new Apple watch for lovers of the brown spirit – the Jim Beam Apple Watch, which is about as low-tech as you get, but still with a very innovative function, and touch of humor as well.

Jim Beam Apple Watch

image via Jim Beam

The Jim Beam Apple Watch looks to be a real item, and not just something the folks at Beam-Suntory cooked up to steal some of Apple’s thunder. Dubbed the “first generation” watch, it is a so-called “drinkable wearable” packing a 1.5 oz. shot glass right on your wrist that you can manually expand outward when you flip open the front plate.

Each Jim Beam Apple Watch is said to have been aged in a rackhouse at the Jim Beam American Stillhouse in Clermont, Kentucky, alongside barrels of bourbon. The product targets primarily drinkers of the apple-flavored Jim Beam Apple bourbon, but could obviously be used by anyone looking to do a smart pour into their favorite cocktail, or as a standalone drinking experience.

“Critics may ask, ‘What good is a watch that can’t tell time?’ ” said Fred Noe, Jim Beam’s 7th Generation Master Distiller, in a prepared statement. “We actually think we’ve created a watch that helps you make time. Who doesn’t want to make time for friends, family and a refreshing Jim Beam Apple shot or cocktail?”

The Jim Beam Apple Watch is available now for a limited time for around $18 each and can be ordered through the Beam website. Corny as this as, it is a slick marketing move by the Beam folks and, frankly, the watch is a little cool…

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