Jim Beam & Kenan Thompson Launch Limited-Edition Lemonade Kits for Losing Football Fans Ahead of the Big Game

CLERMONT, Ky., January 22, 2026 — Jim Beam, the world's number one bourbon, returns this football postseason to remind fans that while not every season ends in a championship, there is still something to celebrate in the face of defeat. In partnership with comedian, actor, and lifelong football fan Kenan Thompson, the brand introduces the 'Jim Beam & Lemonade Kit' – a curated collection of essentials that invites losing football fans to turn their team's lemons into a Jim Beam & Lemonade. Following the "Seven Stages of Defeat" campaign in 2025, the Jim Beam & Lemonade Kit is part of the brand's 2026 "Refresh Your Season" campaign starring Thompson, which debuted in a campaign spot during the Netflix NFL Christmas Day games this past December. "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 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." Fans 21+ will have the chance to receive a Jim Beam & Lemonade Kit on a first-come, first-served basis. A limited quantity will be available through a series of drops at 1pm ET on January 22nd and January 29th leading up to the Big Game. "At Jim Beam, we believe the best moments happen when people come together," said Regan Clarke, vice president of American Whiskey, 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." To take the campaign to new heights and bring the spirit of the kits directly to fans, Jim Beam and Thompson hosted an exclusive event last night, January 21st, to kick off a spectacular New York City skyline takeover and drone experience. The unforgettable visual display was staged over the Hudson River and encouraged football fans 21+ to reset, toast, and savor the remainder of the postseason with the campaign's signature serve. Rounding out the campaign, the brand will also release a limited-edition custom football jersey developed in partnership with Dazed. Starting January 23rd, fans can sign up for a chance to win the limited-edition kit exclusively on Dazed. With a core value of connection, uniting fans across the world, sport and music have always played a role in the Jim Beam brand's heritage. From sponsoring the National Football League's (NFL) Kansas City Chiefs and Dallas Cowboys, Major League Baseball's (MLB) L.A. Dodgers, and the United States Soccer Federation (U.S.S.F.), to car racing including the newly formed Cadillac Formula 1® Team, Indianapolis 500, and NASCAR in the U.S., and Dick Johnson Racing (DJR), Australia's oldest racing team. The brand has also brought fans together through local music festivals and underground shows around the world, and with global musical acts such as Muse and Le Sserafim.