Jim Beam taps Kenan Thompson for football-focused bourbon campaign
Jim Beam launched "Refresh Your Season," a campaign starring comedian Kenan Thompson that encourages football fans whose teams have been eliminated to enjoy the rest of the postseason stress-free with a Jim Beam and lemonade.
Jim Beam & Kenan Thompson Debut "Refresh Your Season" Campaign, Inviting Fans to Turn Postseason Disappointment into Stress-Free Enjoyment
Transforming the sting of defeat into relief, the campaign reminds fans that when your team gives you lemons, make Jim Beam & lemonade
This football season, Jim Beam, the world's #1 bourbon, is launching "Refresh Your Season," a new campaign starring comedian, actor and football fan Kenan Thompson. Together, they're encouraging fans whose teams have fallen short of victory to hit the refresh button with a Jim Beam and lemonade as they enjoy the rest of the postseason.
Debuting during the 4:30pm ET Christmas Day football game on Netflix, the campaign spot takes place in a lively sports bar where Thompson plays the resident bartender. With his trademark comedic charm, he helps patrons cope with the all-too-relatable heartbreak of seeing their team eliminated from Big Game contention. Thompson reminds fans that while defeat may sting, there's something unexpectedly freeing and refreshing about watching the remainder of the season stress-free — especially with a crisp Jim Beam and lemonade in hand.
"Jim Beam has always been there for the moments that bring people together — whether it's victory or defeat," said 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."
The campaign builds on the brand's refreshment strategy introduced earlier this football season, anchored by Jim Beam's simple "Plus One" approach: one part Jim Beam + your favorite mixer. Easy to sip and always game-day ready, the campaign inspires everyone to turn post-season losses into reasons to gather, laugh and toast the moment.
In 2026, Jim Beam will launch a fully integrated media campaign spanning TV, streaming, digital, and social platforms. The approach is designed as a two-pronged strategy to own the postseason, beginning with national "air cover" through an always-on suite of brand films across broadcast, CTV, and OLV, complemented by a hyper-reactive "ground game." This second layer leverages geo-targeted social, Reddit takeovers, and a Bussin' with the Boys partnership to engage fans of eliminated teams in real time, offering a refreshing alternative the moment their season comes to an end.
The campaign will be further amplified through additional consumer-facing extensions in the weeks leading up to the Big Game, helping deepen engagement and extend reach among passionate fans nationwide.
