Jim Beam and Kenan Thompson's New Campaign Turns Sports Disappointment into Celebration

Introducing the 'Refresh Your Season' Campaign by Jim Beam

This football season, Jim Beam, the world's leading bourbon brand, has launched an exciting new initiative called "Refresh Your Season," featuring beloved comedian and actor Kenan Thompson. The campaign aims to transform the disappointment of sports losses into moments of celebration and camaraderie, encouraging fans to embrace the spirit of good company and refreshing cocktails.

The Concept Behind the Campaign

Debuting during the thrilling 4:30 PM ET Christmas Day football game on Netflix, the campaign is set in an upbeat sports bar where Thompson is seen playing the role of a charismatic bartender. With his signature humor, he adeptly helps patrons navigate the all-too-familiar heartbreak of seeing their favorite teams fall out of playoff contention. He humorously reminds fans that while defeat can sting, there’s a unique sense of freedom in enjoying the postseason without the pressure of competition—especially when sipping on a delightful blend of Jim Beam and lemonade.

"Jim Beam has always been about connecting people, whether they’re celebrating a victory or reflecting on a defeat," said Regan Clarke, VP of American Whiskey at Suntory Global Spirits. "With our 'Refresh Your Season' campaign, we are highlighting the joy of connection, good company, and a great drink. Kenan embodies the fun and resilience that we want to convey, showing fans that even when the game doesn’t go their way, there’s still plenty to celebrate."

A Multi-Faceted Campaign Strategy

This campaign builds upon Jim Beam's 'refreshment strategy' introduced earlier in the season, focusing on their simple yet effective "Plus One" concept—one part Jim Beam mixed with a favorite beverage. It emphasizes easy-to-sip drinks that are perfect for game days, inspiring fans to turn postseason defeats into opportunities to gather, laugh, and toast memorable moments.

In an innovative move for 2026, Jim Beam plans to combine a fully integrated media strategy including television broadcasts, streaming, and digital outreach. This dual approach will deliver extensive reach by first establishing national visibility through continuous brand films across various media platforms, complemented by a targeted approach. The latter will utilize geo-targeted social media campaigns, Reddit takeovers, and a collaboration with the popular podcast 'Bussin' with the Boys' to engage fans in real-time, offering refreshing alternatives just as their season wraps up.

Touching the Hearts of Fans Nationwide

The campaign will also see a series of engaging consumer-facing extensions leading up to the Big Game, aiming to deepen fan interactions and expand reach across passionate sports enthusiasts. By fostering a connection through humor and refreshing beverages, Jim Beam hopes to create a lasting impact on fans who often share in the highs and lows of the sports season.

About Jim Beam: Established in 1795, Jim Beam is the world’s best-selling bourbon, shaped by the expertise of eight generations of family distillers. With products that range from Jim Beam Bourbon to Jim Beam Rye and flavored variants, the brand continues to honor its family recipe while adapting to modern tastes.

Learn more about Jim Beam and their campaigns at www.jimbeam.com and follow them on social media @jimbeamofficial on Instagram and @jimbeam on X.

About Suntory Global Spirits

Suntory Global Spirits stands at the forefront of the premium spirits industry, striving to create rich experiences for consumers worldwide. With a portfolio that includes renowned brands like Maker's Mark, Yamazaki, and Laphroaig, Suntory is dedicated to crafting exceptional beverages while promoting ecological sustainability and social responsibility. Headquartered in New York City, the company is a subsidiary of Japan's Suntory Holdings Limited. Discover more about their mission and products at www.suntoryglobalspirits.com.