Jim Beam Collaborates With Kenan Thompson

Jim Beam has collaborated with “Saturday Night Live” actor/comedian Kenan Thompson in a new promotional campaign for their bourbon which aims to anticipate post-National Football League playoff disappointment for the losing team’s fans.

Called “Refresh Your Season”, Thompson implores fans whose teams may have “fallen short of victory” to refresh with a Jim Beam and lemonade, for example.

Jim Beam is following their own advice as their owner – Suntory Global Spirits – recently announced the pausing of production at their main campus in Kentucky for the entirety of 2026.

Despite that news, the promotional campaign will continue to roll out in 2026 via streaming, digital and social media channels leading up the 2026 Super Bowl.

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