For disappointed football fans, Jim Beam reminds fans that while not every season ends in a championship, in the face of defeat there is still something to celebrate. In partnership with comedian, actor, and lifelong football fan Kenan Thompson, the brand introduces the 'Jim Beam & Lemonade Kit' – a curated collection of essentials that invites losing football fans to turn their team's lemons into a Jim Beam & Lemonade.

It's 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.

"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," said Thompson. "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."

Fans 21+ will 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 Big Game. Consumers can learn more and enter at JimBeam.com/RefreshYourSeason.