When your team’s season ends in heartbreak, what’s a loyal fan to do? According to Jim Beam and comedy legend Kenan Thompson, the answer is simple: turn those lemons into a Jim Beam & Lemonade.
The world’s number one bourbon brand has officially launched its 2026 “Refresh Your Season” campaign, bringing together eight generations of bourbon-making expertise with one of America’s most beloved entertainers. This partnership isn’t just about selling whiskey: it’s about creating a shared moment for the millions of football fans whose championship dreams have already fizzled out this postseason.
For food and beverage industry professionals, this campaign offers a masterclass in how beverage brands can tap into cultural moments and consumer emotions to drive engagement and brand loyalty.
The Jim Beam & Lemonade Kit: What’s Inside the Box?
At the heart of the campaign is the Jim Beam & Lemonade Kit: a curated collection of essentials designed to help fans embrace defeat with style. While Jim Beam hasn’t revealed every item in the kit, the concept is clear: everything you need to mix up the campaign’s signature cocktail and toast to better days ahead.
The kit drops are happening on a first-come, first-served basis exclusively for fans 21 and older. Mark your calendars:
- January 22nd at 1pm ET – First drop
- January 29th at 1pm ET – Second drop
Interested fans can enter at JimBeam.com/RefreshYourSeason to secure their kit before they’re gone.
This limited-availability approach is a smart play in beverage marketing. Creating scarcity drives urgency, and tying the drops to key moments in the football calendar keeps the campaign relevant throughout the postseason buildup to the Big Game.
Kenan Thompson: The Perfect Brand Ambassador
Choosing Kenan Thompson as the face of this campaign was no accident. The Emmy-winning comedian, actor, and Saturday Night Live veteran is also a lifelong football fan who understands the emotional rollercoaster of supporting a team that doesn’t quite make it.
“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,” Thompson shared. “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.”
Thompson’s authenticity resonates with consumers in a way that traditional celebrity endorsements often miss. He’s not just hawking bourbon: he’s commiserating with fellow fans and offering a genuine solution to postseason disappointment.
The “Refresh Your Season” campaign is actually a continuation of Jim Beam’s 2025 “Seven Stages of Defeat” effort, which humorously walked fans through the emotional journey of watching their team lose. The 2026 iteration debuted during Netflix’s NFL Christmas Day games this past December, capturing a massive audience of football-obsessed viewers during the holidays.
NYC Skyline Drone Show: Taking the Campaign to New Heights
To kick off the campaign with maximum impact, Jim Beam and Thompson hosted an exclusive event on January 21st that included a spectacular drone show over the Hudson River.
The visual display lit up the New York City skyline, encouraging fans 21 and older to reset, toast, and savor the remainder of the postseason with a refreshing Jim Beam & Lemonade. It’s the kind of experiential marketing that generates organic social media buzz and positions the brand as innovative and culturally connected.
For hospitality professionals watching from the sidelines, this event demonstrates how beverage brands are increasingly moving beyond traditional advertising. Experiential activations: especially those with strong visual components for social sharing: are becoming essential tools in the food and beverage marketing playbook.
Limited-Edition Football Jersey Collaboration with Dazed
The campaign doesn’t stop at kits and drone shows. Jim Beam has also partnered with Dazed to create a limited-edition custom football jersey that lets fans wear their refreshed attitude on their sleeves, literally.
Starting January 23rd, fans can sign up for a chance to win this exclusive jersey at Dazeddigital.com. The collaboration with Dazed, known for its cutting-edge approach to fashion and culture, adds a layer of cool credibility to the campaign and expands its reach beyond traditional bourbon drinkers.
This kind of cross-industry partnership reflects a growing trend in the beverage industry: brands aren’t just competing for shelf space anymore. They’re competing for cultural relevance. By aligning with fashion and entertainment, Jim Beam positions itself as a lifestyle brand rather than just another whiskey option.
Jim Beam’s Deep Roots in Sports and Entertainment
The “Refresh Your Season” campaign fits seamlessly into Jim Beam’s broader strategy of connecting with fans through sports and music. The brand has built an impressive portfolio of partnerships that span multiple leagues and entertainment verticals.
Sports Sponsorships:
- NFL: Kansas City Chiefs and Dallas Cowboys
- MLB: Los Angeles Dodgers
- U.S. Soccer Federation (U.S.S.F.)
- Motorsports: Cadillac Formula 1® Team, Indianapolis 500, NASCAR, and Dick Johnson Racing (DJR) in Australia
Music Partnerships:
- Global acts including Muse and Le Sserafim
- Local music festivals and underground shows worldwide
“At Jim Beam, we believe the best moments happen when people come together,” said Regan Clarke, Vice President of American Whiskey at 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.”
This philosophy of connection over consumption is increasingly important in the modern food and beverage landscape. Consumers: especially younger demographics: want to associate with brands that stand for something beyond their products. Jim Beam’s emphasis on community and shared experiences speaks directly to this desire.
What This Means for the Beverage Industry
For those in beverage management and hospitality leadership, the “Refresh Your Season” campaign offers several takeaways worth noting.
Emotional Marketing Works: Jim Beam isn’t selling bourbon features like aging or mash bills. They’re selling an emotional benefit: the ability to feel better about a disappointing outcome. This approach creates stronger consumer connections than product-focused messaging.
Timing Is Everything: By aligning drops with key postseason dates and launching during Netflix’s Christmas Day NFL broadcasts, Jim Beam ensures maximum visibility when football conversations are at their peak.
Scarcity Drives Demand: The limited-quantity kit drops create urgency and exclusivity, making consumers feel like they’re part of something special rather than just making a purchase.
Partnerships Extend Reach: Collaborations with Kenan Thompson and Dazed bring Jim Beam into entertainment and fashion conversations it wouldn’t naturally enter on its own.
For restaurant operators and bar managers, this campaign also suggests an opportunity. Creating “Refresh Your Season” themed drink specials or watching parties during postseason games could tap into the cultural moment Jim Beam is building.
How to Get Your Kit
Ready to turn your team’s disappointing season into something worth celebrating? Here’s how to participate:
- Visit JimBeam.com/RefreshYourSeason
- Set a reminder for January 22nd or January 29th at 1pm ET
- Act fast: kits are available first-come, first-served
- Must be 21+ to participate
For the limited-edition jersey, head to Dazeddigital.com starting January 23rd to enter for a chance to win.
The Bottom Line
Jim Beam’s partnership with Kenan Thompson represents everything that’s working in modern beverage marketing: authentic celebrity partnerships, experiential activations, limited-edition collaborations, and messaging that prioritizes emotional connection over product features.
Whether your team is still in the hunt or you’re already planning next year’s fantasy draft, there’s something refreshing about a brand that acknowledges defeat isn’t the end: it’s just an opportunity to mix up something new.
For more insights on how beverage brands are innovating in the hospitality space, check out our coverage of industry predictions for 2026 and beyond and explore what’s shaping the spirits industry today.
What do you think of Jim Beam’s approach to turning defeat into celebration? Drop your thoughts in the comments below.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
