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Jim Beam and Kenan Thompson want you to “refresh your season” if your favorite NFL team didn’t make the playoffs

Jim Beam is all about refreshing your NFL season

By Christopher Osburn Published December 29, 2025

Jim Beam — Jim Beam Refresh Your Season Campaign Jim Beam

There’s only one week left in the NFL season, and for many fans, their teams have already been eliminated. To help these fans cope with missing the playoffs, Jim Beam is launching its “Refresh Your Season” campaign featuring comedian and actor Kenan Thompson.

“Refresh Your Season”

The campaign’s goal is to help fans whose teams are out of playoff contention “refresh” with Jim Beam and lemonade rather than wallow in another lost season. It debuted on Christmas during the 4:30 Netflix game and featured Thompson as a bartender, adding humor while mixing up Jim Beam and lemonade for fans whose teams are already eliminated.

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“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, says.

“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.”

More to come

While many teams are eliminated, more will follow as the playoffs begin. The campaign will continue with more ads and engagement in the coming weeks. Even if your team doesn’t win the Lombardi trophy, you can still enjoy a refreshing Jim Beam and lemonade or your favorite mixer—a decent consolation prize. While we get that a last-minute playoff loss can seem rather devastating, there’s always next season. Jim Beam knows this, too.

Christopher Osburn

Writer

Christopher Osburn is a food and drinks writer located in the Finger Lakes Region of New York. He's been writing professional

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