This football season, Jim Beam 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,” Regan Clarke, VP of American Whiskey, Suntory Global Spirits, said in a news release. “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.

Read more: Beam to Suspend Main Distilling Operations for Entirety of 2026

About Jim Beam

The James B. Beam Distilling Co. is the producer of nearly half of the world’s Bourbon, including the #1 selling Jim Beam — all crafted by eight generations of Beam family distillers dating back to 1795. For more information, visit https://www.jimbeam.com/.