Jim Beam has ambushed the iPhone 7 launch by taking a leaf out of Apple's book to announce its own product innovation - an Apple Watch.
The Apple-esque launch video features long-winded descriptions of the telescopic shot glass disguised as a wrist watch and themed around Jim Beam's new apple flavoured beverage.
However, unlike Apple's traditionally smooth and calming male voice, the bourbon brand has opted for the slightly gruntier voice of its seventh generation master distiller Fred Noe.
"For the first time, you will no longer have to worry about finding a glass to measure the perfect refreshingly crisp shot or to mix a proper cocktail," Noe says. "Because you'll already be wearing it."
The telescopic shot glass takes 1.5 oz and because some apples are green, the strap and dial are exclusively green. However the dial is merely for looks.
With the shot glass taking the place of a classic clock face, AdWeek asked Noe "what good is a watch that can't tell the time?". He responded: "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?"