Jim Beam Goes A.I. for the Holidays With an 'Intelligent Bourbon Decanter'

'Jim' Is the Brand's Answer to Alexa

Published On
Nov 28, 2017

Editor's Pick

Having unveiled its own version of a smartwatch last year, Jim Beam gets in on this year's holiday gift must-have with a bourbon-themed version of a digital home assistant.

The so-called "World's First Intelligent Bourbon Decanter" is called "Jim" (well, of course) hand is voiced by the brand's "Master Distiller," Fred Noe, who serves up replies like "Any damn way you please" to the question "what's the best way to enjoy bourbon?" Unlike Alexa, Jim may not be able to tell you weather, but (as seen here in the promotional video, by Olson Engage) he'll chat to you about whisky and pour you a drink.

The "JIM" decanter is available in limited quantities at www.jimbeam.com for $34.90.