This football season, Jim Beam, the world’s number one bourbon, is helping fans find joy in the heartbreak of the game with its “7 Stages of Defeat” care package. Created in collaboration with actor and football enthusiast Keegan-Michael Key, the care package serves as a tongue-in-cheek tribute to the 98% of fans whose teams won’t take home the championship.
Inspired by the seven-year aging process of Jim Beam Black, the kit is designed to remind fans that great things come from patience, even if the season didn’t go their way. Whether processing a crushing loss or rallying after a last-minute upset, the care package encourages fans to gather, laugh, and enjoy a Jim Beam Black cocktail together, celebrating the moments that truly matter.
Fans 21+ can enter to win a care package through a sweepstakes on jimbeam.com/7stages, available on January 20, January 27, and February 10 at 12 PM ET. In addition, Jim Beam partnered with sportswear brand Mitchell & Ness to produce 100 limited-edition jerseys gifted to influencers and media.
“As fans, we’ve all been there – the ups and downs, the yelling at the refs on TV who clearly can’t hear you, and the utter disbelief when the “winning field goal” hits the goalpost and doinks the wrong way…” said Keegan-Michael Key. “That’s why I teamed up with Jim Beam to help football fans laugh their way through all of the stages of defeat; from denial to acceptance – and maybe even a little hope for next season. We’ve got you covered.”
Keegan-Michael Key will bring the “7 Stages of Defeat” to life through comedic skits on @jimbeamofficial’s Instagram, humorously capturing the highs and lows of fandom. Alongside this, Jim Beam will launch a multimedia campaign, spanning TV, digital, and social platforms, to engage fans across the nation.
“Football season is about bringing people together even when your team doesn’t come out on top,” said Regan E. Clarke, vice president, U.S. Brands – American Whiskey. “With a little bourbon, some good laughs, and great company, even the toughest losses become easier to handle. At Jim Beam, we believe people are good for you – no matter the score.”
Visit JimBeam.com for details and join the celebration of football, bourbon, and the connections that make every season worth toasting.
