Blog: Lucy BritnerQueues are forming for latest (Jim Beam) Apple product

Lucy Britner | 9 September 2016

Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot.

In a move surely more suited to April Fools Day, Beam Suntory has announced the release of the Jim Beam Apple watch. The video explains it - it's neither an apple nor a watch. It's a wearable shot/measuring glass.

The press release is pretty brilliant, too: "Technology fans all over the world woke up this morning anticipating some truly revolutionary technology news," it reads. "Jim Beam, the world's No. 1 Bourbon, provided it by sharing its latest innovation: the Jim Beam Apple Watch."

The video features the voice of Fred Noe, Beam's seventh-generation master distiller. He explains that the watchstrap is green, because some apples are green. Thanks, Fred.

"Each Jim Beam Apple Watch is aged in a rackhouse at the Jim Beam American Stillhouse in Clermont, Ky. alongside barrels of Bourbon," the release continues. "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 YouTube comments are testament to folk not really knowing whether this is a joke or not. While some suggest they will wait for the next, 'Black' edition, others suggest Apple's lawyers might be interested.

Personally I think it's quite refreshing to see our industry not take itself too seriously. Might I suggest a headphone-jack for the second generation model? That'll really spook them.

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