The Limited-Edition Care Package featuring Jim Beam Black Bourbon Will Help Fans Accept Their Team’s Season End
Jim Beam, the world’s leading bourbon brand, is teaming up with actor Keegan-Michael Key to bring football fans a fun and relatable way to cope with the ups and downs of the season. In a nod to the emotional rollercoaster that is football fandom, Jim Beam has introduced the “7 Stages of Defeat” care package. Inspired by Jim Beam Black’s seven-year aging process, this kit is designed to offer comfort and camaraderie to the 98% of fans whose teams won’t make it to the championship.
Turning Losses Into Moments to Celebrate – From Denial to Acceptance, Jim Beam Is There for Every Fan
The “7 Stages of Defeat” care package includes a lighthearted guide to help fans navigate the emotional aftermath of a season-ending loss. Whether you’re dealing with a heartbreaking last-minute defeat or just another disappointing play, the package encourages fans to embrace the moments of joy, laughter, and shared connection that can still come from even the toughest losses.
As fans, we’ve all been there – the ups and downs, the yelling at the refs on TV who clearly can’t hear you, and the utter disbelief when the “winning field goal” hits the goalpost and doinks the wrong way. That’s why I teamed up with Jim Beam to help football fans laugh their way through all of the stages of defeat; from denial to acceptance – and maybe even a little hope for next season. We’ve got you covered.
– Keegan-Michael Key
Limited Edition Care Packages and Exclusive Jerseys
Jim Beam will release a limited number of “7 Stages of Defeat” care packages to fans through a sweepstakes on jimbeam.com/7stages. The care packages will be available on specific dates, including January 20, January 27, and February 10, for fans aged 21 and older. In addition, the brand has partnered with Mitchell & Ness to create 100 custom, limited-edition jerseys that will be gifted to influencers, talent, and media. These jerseys are designed to amplify the spirit of the campaign and keep the football season alive, even for those on the losing end.
Join the Celebration on Social Media
As part of this partnership, Keegan-Michael Key will bring the “7 Stages of Defeat” to life through comedic skits on Jim Beam’s Instagram (@jimbeamofficial). These skits will showcase relatable rants and the eventual bittersweet acceptance of defeat, reminding fans that win or lose, loving your team is always worth raising a glass to. Jim Beam will also roll out a multi-platform media campaign to reach fans nationwide and keep the camaraderie alive throughout the football season.
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