For fans watching their championship dreams fizzle out, Jim Beam has a new solution. Grab a lemonade, add some bourbon, and exhale. The world’s top-selling bourbon brand has launched a new holiday campaign, Refresh Your Season, starring SNL star and lifelong football fan Kenan Thompson. The message is timely and straightforward: when your team is out, the stress can be too.
The campaign, created by Johannes Leonardo, debuted during Netflix’s 4:30 p.m. Christmas Day football game, planting itself squarely in the emotional sweet spot of postseason disappointment. Set inside a bustling sports bar, the spot casts Thompson as the bartender everyone wishes they had, serving drinks and perspective in equal measure. With his trademark delivery, he walks fans through the silver lining of elimination. No more scoreboard anxiety. No more nail biting. Just football for fun, best enjoyed with a Jim Beam and lemonade.
Jim Beam frames the campaign as a celebration of togetherness, regardless of the final score. Watch the 15-second spot below:
“Jim Beam has always been there for the moments that bring people together, whether it’s victory or defeat,” said Regan Clarke, Vice President of American Whiskey at Suntory Global Spirits. “Refresh Your Season is about connection, good company, and enjoying the game even when things don’t go your way. Kenan brings that spirit of resilience and humor to life.”
The work builds on Jim Beam’s broader refreshment strategy introduced earlier this season, centered around its “Plus One” philosophy. One part Jim Beam plus one favorite mixer. Simple, flexible, and game-day ready. In this case, lemonade becomes the hero, turning a loss into an excuse to gather, laugh, and keep watching.
Looking ahead, the brand is preparing a larger push in 2026 with a fully integrated media rollout across television, streaming, digital, and social. The strategy is designed to own the postseason conversation with a two-track approach.
National brand films will provide consistent visibility across broadcast and connected TV. At the same time, a more reactive ground game will target fans of eliminated teams in real time through geo-targeted social and Reddit activations, and a partnership with Bussin’ with the Boys.
Additional consumer-facing extensions are planned in the weeks leading up to the Big Game, ensuring the message stays front and center as the playoff field narrows. Because while not every team can win, Jim Beam is betting that fans can still enjoy the ride.
CREDITS:
BRAND: Jim Beam
- Chief Brand Officer: John Alvarado
- Vice President: Regan Clarke
- Brand Director: Melissa Upjohn
- Brand Manager: Kelly Hahn
- Brand Manager: Samantha Moriarty
AGENCY: Johannes Leonardo
- Chief Executive Officer: Helen Andrews
- Chair: Jan Jacobs
- Chair: Leo Premutico
- Communications Director: Grace Robert
- Chief Creative Officer: Jonathan Santana
- Executive Creative Director: Lex Beltrone
- Creative Director: Andrew Tobin
- Creative Director: Alex Smith
- Creative Director: Marjorie Vardo
- Design Director: Justin Walsh
- Design Director: Eric Bubas
- Designer: Manmeet Sodhi
- Head of Production: Rebecca O’Neill
- Executive Producer: Ken Kitch
- Producer: Anna James
- Business Affairs Director: Alesa Blanchard-Nelson
- Business Affairs Manager: Krishna Shah
- Project Manager: Sean Gilleylen
- Project Manager: Naomi Pineda
- Head of Accounts: Patrice Reiley
PRODUCTION COMPANY: Good Behavior
- Director: Pete Marquis
- Director of Photography: Zach Voytas
- Executive Producer: Victoria Guenier
- Head of Production: Adam Lawson
- Producer: Megan Pfaffenroth
Post Production / VFX:
Rare Medium TV
- Head of Production: Evan Bauer
- Managing Director: Heath Raymond
- Colourist: Fergus McCall
Mathematic Studio
- Executive Producer: Hadi Dahrouge
- VFX Producer: Brad Edelstein
- Producer: Christian Kelly
- Flame Artist: Vincent Blin
EDIT: Cut + Run
- Editor: Robert Ryang
- Edit Assistant: James Kracht
- Managing Partner: Lauren Hertzberg
- Head of Production: Marcia Wigley
- Producer: Diana Mendez
MUSIC: Sonic Union
- Composer: Zac Colwell
- Music Producer: Justin Morris
- Executive Creative Director: Halle Petro
- Sound Designer: Julienne Guffain
- Sound Mix: Graham Carpenter
- Head of Production: Pat Sullivan
- Music Producer: Gina Petrarca
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