The Situation

Like many classic spirits brands, Jim Beam's success is depends upon maintaining and growing relevance with millennials. It knows technology is a major passion point for that group and that insight fueled 2016's Jim Beam Apple Watch, a self-proclaimed "drinkable wearable" inspired by the brand's Jim Beam Apple extension. That comically low-tech launch —essentially a telescoping shot glass on a wristband—captivated the tech media and set social ablaze. A year later, the brand wanted an encore.

But the market had shifted in two ways: First, wearables had been trumped by artificial intelligence as the buzziest tech topic and, second, Apple had largely been supplanted by Amazon as the "it" tech company, thanks to it's Al personal assistant, Alexa.

The Idea:

To capitalize on the personal-assistant craze, Jim Beam created the world's first artificially intelligent whiskey decanter. The decanter, known as JIM, had one core skill -it could pour shots on command—and a ton of Kentucky charm, thanks to the voicing talents (and gravelly drawl) of the brand's seventh generation master distiller, Fred Noe. The command, "Hey Jim, pour me a shot" resulted in exactly that. Other requests were met with nuggets of wisdom: