Jim Beam Turns Football’s Most Dreaded Sound Into a Prize Opportunity With “Hit The Beam”

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Ahead of NFL kickoff, the world’s No. 1 bourbon brand is betting that a missed field goal can bring rival fans together — and pay out an 85-inch TV in the process.

CLERMONT, KY — September 9, 2026 — Jim Beam is launching a new campaign built around one of football’s most universally hated sounds: the doink. When a field goal attempt clangs off the goalpost — nicknamed “the Beam” — fans nationwide will now have a shot at winning prizes, turning a moment of shared frustration into one of shared celebration.

The campaign stars actor and comedian Ben Marshall and former NFL kicker Kai Forbath, who appear in a spot debuting today in which Marshall plays Forbath’s spectacularly unqualified coach, tasked with teaching him to do the opposite of everything his career taught him: aim for the post instead of avoiding it. Marshall joked that his job was “to teach a professional kicker how to miss correctly.” Forbath, for his part, said he spent his whole career trying to split the uprights, so being coached to hit one on purpose was a new experience — though he noted a doink that wins fans prizes counts as a good miss after all.

Suntory Global Spirits’ VP of American Whiskey, Regan Clarke, tied the campaign back to the brand’s broader philosophy, framing Jim Beam as a drink for bringing people together regardless of team loyalty — right down to sharing a Beam & Lemonade when the ball finds the post.

How it works:

Every doink during the regular season gives fans a shot at winning one of up to five 85-inch TVs awarded weekly, with entries rolling over if no kicks hit the post in a given week. Fans can enter starting today at HitTheBeam.com (21+, see site for official rules).

The campaign will run across CTV, Meta, TikTok, Reddit and YouTube throughout the season. As an official partner of the Seahawks, Cowboys and Chiefs, Jim Beam will also release limited-edition, team-branded bottles at select retailers in those markets.

Jim Beam® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol. Please enjoy responsibly.

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