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Refresh Your Season: Jim Beam and Kenan Thompson Unite for Football Fans

As the football postseason ramps up, disappointment is all too common for fans whose teams don’t make it to the championship. However, Jim Beam aims to turn that frown upside down with a delightful new initiative. Partnering with the beloved comedian and actor, Kenan Thompson, the world’s top-selling bourbon offers an exclusive 'Jim Beam Lemonade Kit'—an inventive way for fans to channel their team’s defeat into a celebratory experience.

What is the Jim Beam Lemonade Kit?

The Jim Beam Lemonade Kit is much more than a drink mix; it’s a curated collection of essentials designed to lift the spirits of fans facing a tough season. This innovative kit encourages fans aged 21 and older to transform the bitter taste of disappointment into a refreshing drink: Jim Beam Lemonade. After all, while not every season ends in triumph, there are still moments worth celebrating.

A Partnership that Resonates

Kenan Thompson, a lifelong football enthusiast, resonates with fans through his unique blend of comedy and passion for the sport. “Experiencing a disappointing season is tough, and I understand that feeling all too well,” Thompson shared. “This collaboration with Jim Beam is all about finding that silver lining and making the best of the situation.” This sentiment aligns perfectly with the brand’s ethos of connection and camaraderie.

Limited Release and Opportunities

Fans eager to grab a Jim Beam Lemonade Kit can access them on a first-come, first-served basis. A limited number of kits will be made available through a series of drops on January 22nd and January 29th, leading up to the Big Game. Interested consumers can find additional information and secure their kit at JimBeam.com/RefreshYourSeason.

The Refresh Your Season Campaign

The Jim Beam Lemonade Kit is part of the broader 'Refresh Your Season' campaign, which kicked off during the Netflix NFL Christmas Day games. Jim Beam believes in creating memorable moments that bring people together, reflecting the true essence of fandom. Regan Clarke, VP of American Whiskey at Suntory Global Spirits, emphasized this belief: “Even when the game doesn't go your way, sharing the experience with fellow fans can change everything.”

To further celebrate this campaign, Jim Beam and Thompson hosted an exclusive event in New York City, transforming the skyline over the Hudson River into a stunning visual celebration, captivating fans and passersby alike. The event not only highlighted the brand's commitment to engaging the football community but also encouraged fans to embrace the postseason with a toast.

Limited-Edition Merchandise

To complement the campaign, Jim Beam will release a limited-edition custom football jersey in partnership with Dazed. Starting January 23rd, fans will have the chance to win this exclusive jersey through a special campaign on Dazed Digital. This added layer of engagement offers fans an opportunity to connect with the brand on a more personal level.

The Heart of Jim Beam

Jim Beam stands as a beacon of friendship and community within the sports and entertainment realms. The brand is no stranger to supporting various sports including the NFL, MLB, and international soccer leagues while beloved globally for its contributions to local music festivals. This effort to unite fans across diverse backgrounds, and the shared enjoyment of the football season, underscores Jim Beam's core values of connection and celebration.

In conclusion, whether fans are reveling in victories or learning to cope with defeats, the Jim Beam Lemonade Kit serves as a reminder that there’s always a reason to lift a glass and celebrate together. For further details regarding this initiative and all Jim Beam products, fans can visit jimbeam.com or follow @jimbeamofficial across social media platforms.