Jim Beam Refresh Your Season helps football fans relax with Kenan Thompson and a stress-free Jim Beam & lemonade.
When the season ends early, the good times don’t have to
There’s a special kind of silence that hits when your football team is done. The texts stop. The group chat goes dark. Sunday suddenly feels… empty. That sting is exactly what the Jim Beam Refresh Your Season taps into—and then flips on its head. Instead of wallowing, the world’s best-selling bourbon is inviting fans to relax, laugh, and enjoy the rest of the postseason without the stress.
The solution is simple, refreshing, and a little funny: Jim Beam and lemonade.
This isn’t about pretending the loss didn’t hurt. It’s about finding freedom on the other side of disappointment. And if that freedom comes with ice, citrus, and good company, even better.
A sports bar, a bartender, and a familiar face
Debuting during the 4:30 p.m. ET Christmas Day football game on Netflix, the campaign stars comedian, actor, and lifelong football fan Kenan Thompson. The spot unfolds inside a lively sports bar where Thompson plays the bartender everyone wishes they knew—the one who knows when to crack a joke and when to slide over a drink.
With his trademark charm, he helps fans cope with the heartbreak of elimination. The message lands because it’s relatable. We’ve all been there, staring at the screen, wondering why we cared so much. Thompson reframes the moment: once your team is out, the pressure disappears. Suddenly, football is fun again. Add a crisp Jim Beam and lemonade, and the vibe shifts fast—bright, playful, and easygoing.
Bourbon that meets the moment
“Jim Beam has always been there for the moments that bring people together — whether it’s victory or defeat,”
Regan Clarke
VP of American Whiskey, Suntory Global Spirits
“With Refresh Your Season, we’re celebrating the joy of connection, good company, and a great drink. Kenan brings the spirit of fun and resilience to life, showing fans that even when the score isn’t what you hoped for, there’s still plenty to celebrate.”
That quote says the quiet part out loud.
This isn’t chasing wins. It’s celebrating togetherness. The flavor story matters too. Jim Beam’s warm bourbon notes meet fresh lemonade for a drink that’s bright, balanced, and undeniably fun-loving. It’s the kind of cocktail that works whether you’re in a Brooklyn walk-up, a Chicago loft, or a sleek LA backyard watching the late game.
The “Plus One” philosophy, perfected
The Jim Beam Refresh Your Season campaign builds on the brand’s earlier refreshment strategy: the “Plus One” approach. One part Jim Beam plus one favorite mixer. That’s it. No overthinking. No complicated specs. Just flavor-forward simplicity that keeps things light.
In a world where cocktails can feel like homework, this is refreshingly human. It’s also funny in a low-key way—because after your team loses, who wants more effort? The lemonade adds snap and sparkle, turning a tough loss into something that tastes like relief. It’s easy to sip, easy to share, and easy to enjoy while laughing at games that no longer control your mood.
Owning the postseason, digitally and culturally
In 2026, Jim Beam will roll out a fully integrated media push across TV, streaming, digital, and social. The strategy has two layers: national brand films paired with a hyper-reactive “ground game.” Think geo-targeted social, Reddit takeovers, and a Bussin’ with the Boys partnership that reaches fans right when their season ends.
This is smart, culturally aware marketing. It meets fans in real time and says, “We see you.” And it does so with humor, flavor, and a fun-loving tone that doesn’t take sports—or bourbon—too seriously. For more on responsible enjoyment, see guidance from Drink Smart. For brand context, visit Suntory Global Spirits.
Mini FAQ: Jim Beam Refresh Your Season
Q: What is the Jim Beam Refresh Your Season?
A: It’s for postseason football, encouraging fans of eliminated teams to relax and enjoy stress-free games with a Jim Beam and lemonade.
Q: Who stars in the campaign?
A: The ads feature Kenan Thompson as a sports bar bartender helping fans cope with defeat.
Q: What drink anchors the campaign?
A: Jim Beam and lemonade, built on the brand’s simple “Plus One” cocktail philosophy.
Refresh, reset, repeat
The Jim Beam Refresh Your Season understands something fundamental: losing hurts, but it doesn’t have to ruin the fun. By leaning into humor, flavor, and shared experience, Jim Beam reframes the postseason as a reward, not a reminder of what went wrong. So pour something bright, laugh a little louder, and watch the rest of the season on your own terms.
