Jim Beam is a brand centred on tradition and is thought of as one of the most highly-regarded whiskey producers around. However, with the launch of their latest bottle design, innovation is without doubt the main ingredient. Launching the world’s first shot-pouring decanter, the traditional bottle that we all know and love had experienced a shake-up. The robot is being referred to as a ‘smart decanter’.  

Named Jim, this smart home device has been “engineered with more than 200 years of Bourbon know-how”. This robot pours a shot of whiskey on the device-owners demand.  

Unlike Amazon Echo, Google Home, Apple HomePod and the likes, Jim does not promise the earth. It simply offers shot-pouring functionality in addition to allowing consumers to request a whiskey from the comfort of their sofa. 

“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.” 

The Jim smart decanter is now available in limited quantities on Jim Beam’s website. The brand is marketing it as the perfect Christmas gift for whiskey-lovers.  

Though an invention that has taken many whiskey enthusiasts by surprise, this is not the first time this drinks company has dabbled in the world of technology; last year launching the Jim Beam Apple Watch.

The robot has been attracting a young audience and grabbing their attention. So we ask the question, are such gimmicks necessary in the modern age of drinking we find ourselves in?

Leave your comments with us.