Jim Beam Turns Losses into Lemonade This Football Season

Jim Beam is once again aiming to perk up fans who came out on the losing side this football season with its latest “Refresh Your Season” campaign. Beam has teamed up with comedian and longtime “Saturday Night Live” cast member Kenan Thompson to promote a winning attitude, and the essentials for making a refreshing pick-me-up with its limited-edition Jim Beam Lemonade kit. The name riffs on the old adage “when life gives you lemons, make lemonade.”

This isn’t the first time Jim Beam has teamed up with a comedian to bring fans a limited-edition kit. Last year, Keegan-Michael Key brought comedic relief through the 7 Stages of Defeat care package, a humorous trinket and cocktail box as a playful nod to the seven stages of grief. Like last year’s kit, this one doesn’t include Jim Beam bourbon, just the tools to make a cocktail.

What’s In the Kit?

The kit contains all the tools and ingredients (except the bourbon) needed to make spiked lemonade—including a Jim Beam-branded SMEG juicer, fresh lemons to juice, two cans of Owen’s ready-to-mix lemonade, and handled mason jars to sip the cocktail. A recipe card is provided, alongside an encouraging note from Thompson.

For those looking up at the western Manhattan skyline this past Wednesday, January 21st, you might have caught the drone show that lit up the sky as a part of the campaign’s launch event. Hundreds of drones outlined a promotional message and two boozy lemonades cheering together. Meanwhile, Thompson was shown whipping up bourbon lemonades, alongside other simple cocktails made with other Beam expressions, such as Beam Pineapple and lemon lime soda, Beam Red Stag and cola, and Jim Beam Black with ginger ale and bitters.

There’s a raffle to win the new care package that kicked off at 1:00 p.m. ET on January 22nd, with the next opportunity to win next Thursday, January 29th. Enter here.