Last week's unveiling of the Apple Watch Series 2 kicked off the next phase of Apple's wearables era, but another kind of "apple" wearable debuted on the same day, with much less fanfare, but offering unique features no smartwatch can.

The Jim Beam Apple Watch is a watched-shaped wearable that puts a retractable shot glass on your wrist.

Yes, it's real, and it's pretty awesome.

When its lid is closed, the surprisingly robust stainless steel device almost looks like a watch, except instead of a watch face, a subtle "Jim Beam Apple" engraving is displayed, a promotional nod to the company's Apple bourbon whiskey product. Open the wearable up and you can extend a sturdy metal cup that you can drink from (yes, really).

I tried wearing it for an entire day and it was about as heavy as some of the larger, analog sport watches on market. So while it's not a real "watch," is definitely doesn't feel like a cheap toy, despite the company's humorous, hyperbolic marketing text.

"[The Jim Beam Apple Watch is] a revolutionary timepiece that comes with a manual dial and a stylish tweed strap that’s adjustable to 12 different sizes," reads the site designed to sell the $17.99 product, which comes in silver, green and black. "The watch features a streamlined interface that opens and closes on demand, and enables remarkable precision in both shot pouring and drinking."

Is it gimmicky? Of course it is.

But for a bourbon whiskey company founded way back in the 1800s, this is an admirable bit of tech-centric marketing that actually delivers something relevant to its brand.

It's not exactly practical, but it's fun.