Jim Beam Unveils Its Own Apple Watch, a ‘Drinkable Wearable’ for Doing Wrist Shots

Just $17.99, order now!

Brands don't newsjack Apple events quite as often as they used to. But Jim Beam is ambushing today's announcements from the tech marketer by introducing an April Fools'-esque gadget called the Jim Beam Apple Watch, which puts a 1.5-ounce shot glass right on your wrist.

It gets away with the Apple reference because Jim Beam Apple is a real line extension from the whiskey brand. "The watch's streamlined interface opens and closes manually on demand. And while it doesn't tell time, it does save time, eliminating the need for a last-minute shot glass search," the brand says of the gag product.

Check it out in action here:

"Critics may ask, 'What good is a watch that can't tell time?' " said Fred Noe, Jim Beam's seventh-generation master distiller. "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 watch is available for pre-order at JimBeamAppleWatch.com for $17.99, which is a whole hell of a lot less than what you'll shell out for the Apple Watch. Jim Beam worked with agency Olson Engage on the campaign.