Jim Beam recently partnered with comedian, actor and lifelong football fan Kenan Thompson to introduce 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, according to the distillery, 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 in a news release. “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, according to the distillery.
“At Jim Beam, we believe the best moments happen when people come together,” said Regan Clarke, vice president of American Whiskey, Suntory Global Spirits, in the release. “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 on January 21st to kick off a spectacular New York City skyline takeover and drone experience, according to the distillery. The visual display was staged over the Hudson River.
Rounding out the campaign, the brand also released a limited-edition custom football jersey developed in partnership with Dazed, according to the distillery. Starting January 23rd, fans can sign up for a chance to win the limited-edition kit exclusively on Dazeddigital.com.
