It’s been a rewarding season for some and a lemon for others. With that in mind, Jim Beam has partnered with comedian, actor, and lifelong football fan Kenan Thompson to create the ‘Jim Beam & Lemonade Kit,’ a curated collection that invites losing football fans to turn their team’s lemons into a Jim Beam & Lemonade.
Following the “Seven Stages of Defeat” campaign in 2025, the Jim Beam & Lemonade Kit is part of the brand’s 2026 “Refresh Your Season” campaign starring Thompson, which debuted in a campaign spot during the Netflix NFL Christmas Day games this past December. Fans 21 and over have the chance to receive a Jim Beam & Lemonade Kit on a first-come, first-served basis. A limited quantity will be available through a series of drops at 1pm ET on January 22nd and January 29th leading up to the Super Bowl LX, Feb. 8 in San Francisco.
“As a football fan, I know firsthand what it’s like when your team’s season doesn’t pan out how you hoped it would. That’s why I teamed up with Jim Beam to help fans find the silver lining and make the most out of the rest of the season, no matter how it turns out,” Thompson said.
People can enter at JimBeam.com/RefreshYourSeason.
Rounding out the campaign, Jim Beam is also releasing a limited-edition custom football jersey developed in partnership with Dazed. Starting January 23rd, fans can sign up for a chance to win the limited-edition kit exclusively on Dazeddigital.com.
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