Jim Beam is stepping up to assist fans grappling with the disappointment of championship dreams slipping away with its new holiday campaign, “Refresh Your Season.” The campaign features Kenan Thompson, a popular comedian and longtime football enthusiast, and it encourages fans to unwind with a refreshing combination of lemonade and bourbon during the emotionally charged postseason.
The campaign debuted during the 4:30 p.m. Christmas Day football game on Netflix, strategically targeting viewers who may feel let down by their teams. Set in a lively sports bar, Thompson takes on the role of a bartender, offering both drinks and solace to fans navigating the ups and downs of elimination. His relatable and humorous delivery highlights the bright side of missed opportunities, suggesting that without the stress of winning, fans can enjoy football simply for fun, especially when paired with Jim Beam and lemonade.
“Jim Beam has always been there for the moments that bring people together, whether it’s victory or defeat,” said Regan Clarke, Vice President of American Whiskey at Suntory Global Spirits. “Refresh Your Season is about connection, good company, and enjoying the game even when things don’t go your way. Kenan brings that spirit of resilience and humor to life.”
This campaign is part of Jim Beam’s broader push towards refreshment, which includes the “Plus One” philosophy—combining Jim Beam with a favorite mixer for an enjoyable experience. In this case, lemonade is the star, turning a regrettable loss into a reason for gathering, laughing, and watching the game.
Looking ahead, Jim Beam is preparing for a larger strategy rollout in 2026, which will include an integrated media presence across television, streaming, digital, and social platforms. The goal is to foster discussions around the postseason with two approaches: national brand films for steady visibility, and targeted social media campaigns aimed at fans of teams that have been eliminated, including partnerships with entities like Bussin’ with the Boys.
As the playoff season narrows down, Jim Beam plans a variety of consumer-facing initiatives to keep its uplifting message alive, proving that while not every team may emerge victorious, there’s still plenty of enjoyment to be had along the way.