"When your team's season ends in heartbreak, what's a loyal fan to do? According to Jim Beam and comedy legend Kenan Thompson, the answer is simple: turn those lemons into a Jim Beam & Lemonade. The world's number one bourbon brand has officially launched its 2026 "Refresh Your Season" campaign, bringing together eight generations of bourbon-making expertise with one of America's most beloved entertainers."
"At the heart of the campaign is the Jim Beam & Lemonade Kit: a curated collection of essentials designed to help fans embrace defeat with style. While Jim Beam hasn't revealed every item in the kit, the concept is clear: everything you need to mix up the campaign's signature cocktail and toast to better days ahead. The kit drops are happening on a first-come, first-served basis exclusively for fans 21 and older."
Jim Beam launched the 2026 "Refresh Your Season" campaign with Kenan Thompson to give football fans a way to cope after disappointing postseason results. The campaign centers on a Jim Beam & Lemonade Kit containing essentials to mix the signature cocktail and celebrate future seasons. Limited kit drops occur January 22 and January 29 at 1pm ET, available first-come, first-served to fans 21 and older via JimBeam.com/RefreshYourSeason. The campaign uses scarcity and timing tied to the football calendar to drive urgency and relevance. The partnership leverages Kenan Thompson's popularity and football fandom to create emotional resonance and brand engagement.
Read at Food & Beverage Magazine
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