JIM, a smart decanter from Jim Beam

If you aren’t able to get a bottle of Pappy Van Winkle for the bourbon fanatic on your Christmas list, you might consider a smart decanter from Jim Beam.

That’s right, the folks behind the world’s biggest bourbon brand have come up with a limited edition gizmo/viral marketing concept called “JIM”, a voice-activated smart decanter that not only pours you a shot of the good stuff, but will also quip funny lines spoken by the company’s gravelly voiced master distiller, Fred Noe.

From the press release:

“At Jim Beam, we’re in the business of evolving the way people drink delicious bourbon,” said Noe. “For decades, we produced unique limited-edition decanters that are now collectors’ items. And now, we’re introducing a smart decanter that lets fans enjoy their bourbon on demand with friends and family.”

You can see JIM in action here:

In a sense, you’ve got hand it them. After last year’s hilarious “Apple Watch”, it’s clear the marketing folks at Beam Suntory know how to tap into the tech zeitgeist with gadget gifts ready made for social media sharing.

Only problem? If you want to pick up a JIM, you’ll have to wait. The device, which sells for $34.90, has already sold out.

Oh well. If you’re still looking for a gift for that bourbon drinker on your list, you can always enter the raffle for a bottle of Pappy.