With all the hype surrounding the fabled Apple iPhone 7 and accessories launch yesterday, those who are less keen on splashing out for a costly new device can take solace in Jim Beam's much cheaper "Apple Watch" competitor.
The 200-year-old bourbon whisky maker's trolling abilities were out in full force last night, as it released its $17.99 (£13.44) Jim Beam Apple Watch.
The watch may not tell the time, but does put a 1.5 ounce shot glass on your wrist.
"The watch's streamlined interface opens and closes manually on demand. And while it doesn't tell the time, it does save time, eliminating the need for a last-minute shot glass search," the company said.
Jim Beam gets away with dubbing its product an "Apple Watch" because Jim Beam Apple is an extension of the whisky brand.
"Critics may ask, 'What good is a watch that can't tell time?'" Fred Noe, Jim Beam's seventh-generation master distiller said. "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?"