Exclusive Jim Beam & Lemonade Kit Targets Disappointed Football Fans; Dropping Online January 29th.
Jim Beam recently launched its 2026 postseason campaign, “Refresh Your Season,” encouraging football fans to embrace losses by turning “lemons into Jim Beam & Lemonade.” The initiative is led by comedian and actor Kenan Thompson and builds on the brand’s 2025 “Seven Stages of Defeat” campaign.
The centerpiece of the campaign is the Jim Beam & Lemonade Kit, a curated, limited-quantity package available to fans 21 and over on a first-come, first-served basis. Kits were released through online drops at 1 p.m. ET on January 22 and again on January 29 via JimBeam.com/RefreshYourSeason, leading up to the Big Game.
The “Refresh Your Season” campaign debuted during the Netflix NFL Christmas Day games in December and stars Thompson, a longtime football fan. The campaign is positioned as a reminder that while not every season ends in a championship, fans can still enjoy the remainder of the postseason.
“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 Kenan 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.”
NYC Drone Experience Marks Campaign Launch
To launch the campaign, Jim Beam and Thompson hosted an exclusive event on January 21 featuring a large-scale drone display over the Hudson River in New York City. The visual activation highlighted the “Refresh Your Season” message and encouraged fans to reset and enjoy the postseason with the campaign’s signature serve.
“Even when the game doesn’t go your way, sharing the experience with fellow fans can change everything,” said Regan Clarke, vice president of American Whiskey at Suntory Global Spirits. “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.”
Limited-Edition Merchandise and Brand Partnerships
As part of the broader campaign, Jim Beam will also release a limited-edition custom football jersey created in partnership with Dazed. Beginning January 23, fans can register for a chance to win the kit exclusively through Dazeddigital.com.
Jim Beam continues to maintain a strong presence in sports and entertainment through partnerships with organizations including the NFL, MLB, U.S. Soccer Federation, NASCAR, the Indianapolis 500, and the brand new Cadillac Formula 1 Team debuting in 2026, alongside global music collaborations and live events.
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