Jim Beam and Kenan Thompson Encourage Disappointed Football Fans to Turn Lemons Into Jim Beam & Lemonade with an Exclusive Kit That Aims To “Refresh Your Season”

Continuing a ritual for those who experience a tough loss and a way to refresh the fandom experience and enjoy the postseason stress-free

CLERMONT, Kentucky., Jan. 22, 2026 – Jim Beam, the world’s number one bourbon, returns this football postseason to remind fans again that while not every season ends in a championship, in the face of defeat there is still something to celebrate. In partnership with comedian, actor, and lifelong football fan Kenan Thompson, the brand introduces the ‘Jim Beam & Lemonade Kit’ – a curated collection of essentials that invites losing football fans to turn their team’s lemons into a Jim Beam & Lemonade.

Following the “Seven Stages of Defeat” campaign in 2025, the Jim Beam & Lemonade Kit is part of the brand’s 2026 “Refresh Your Season” campaign starring Thompson, which debuted in a campaign spot during the Netflix NFL Christmas Day games this past December.

“As a football fan, I know firsthand what it’s like when your team’s season doesn’t pan out how you hoped it would,” said Thompson. “That’s why I teamed up with Jim Beam to help fans find the silver lining and make the most out of the rest of the season, no matter how it turns out.”

Fans 21+ will have the chance to receive a Jim Beam & Lemonade Kit on a first-come, first-served basis. A limited quantity will be available through a series of drops at 1pm ET on January 22nd and January 29th leading up to the Big Game. Consumers can learn more and enter at JimBeam.com/RefreshYourSeason.

“At Jim Beam, we believe the best moments happen when people come together,” said Regan Clarke, vice president of American Whiskey, Suntory Global Spirits. “Even when the game doesn’t go your way, sharing the experience with fellow fans can change everything. With the Jim Beam & Lemonade Kit, we hope our Beam family and football fans everywhere take this opportunity to embrace the moment and remember that good times and people are always worth raising a glass to.”

To take the campaign to new heights and bring the spirit of the kits directly to fans, Jim Beam and Thompson hosted an exclusive event last night, January 21st, to kick off a spectacular New York City skyline takeover and drone experience. The unforgettable visual display was staged over the Hudson River and encouraged football fans 21+ to reset, toast and savor the remainder of the postseason with the campaign’s signature serve.

Rounding out the campaign, the brand will also release a limited-edition custom football jersey developed in partnership with Dazed. Starting January 23rd, fans can sign up for a chance to win the limited-edition kit exclusively on Dazeddigital.com.

With a core value of connection, uniting fans across the world, sport and music have always played a role in the Jim Beam brand’s heritage. From sponsoring the National Football League’s (NFL) Kansas City Chiefs and Dallas Cowboys, the Major League Baseball’s (MLB) L.A. Dodgers, and the United States Soccer Federation (U.S.S.F.), to car racing including the newly formed Cadillac Formula 1® Team, Indianapolis 500 and NASCAR in the U.S., and Dick Johnson Racing (DJR), Australia’s oldest racing team. The brand has also brought fans together through local music festivals and underground shows around the world, and with global musical acts such as Muse and Le Sserafim.

For more information, visit www.jimbeam.com or follow @jimbeamofficial on social media.

About Jim Beam®: 

Jim Beam is the world’s best-selling bourbon, crafted by eight generations of family distillers since 1795. Fred Noe, Jim Beam’s seventh-generation Master Distiller, and Freddie Noe, Jim Beam’s eighth-generation Master Distiller, have stayed true to the family recipe that’s been passed down through generations. The Jim Beam portfolio of products includes Jim Beam Bourbon, Jim Beam Black®, Jim Beam Double Oak, Jim Beam Devil’s Cut, Jim Beam Flavors, and Jim Beam Rye among other offerings. For more information, go to www.jimbeam.com, @jimbeamofficial on Instagram and @jimbeam on Twitter.

About Suntory Global Spirits: 

As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam® and Maker’s Mark®; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as Tres Generaciones® and El Tesoro® tequila, Roku™ and Sipsmith® gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.
A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company’s Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.

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