Jim Beam, recognized as the leading bourbon brand globally, has launched an initiative aimed at football fans who may experience disappointment during the season. In collaboration with actor Keegan-Michael Key, the company has introduced the “7 Stages of Defeat” care package. This package serves as a lighthearted resource for the majority of fans who will not enjoy a successful season.
The care package draws inspiration from Jim Beam Black’s seven-year aging process, emphasizing the idea that patience can lead to positive outcomes, even if the current season does not meet expectations. The initiative is designed to foster camaraderie among fans, encouraging gatherings and shared experiences, particularly in the wake of disappointing game results.
Jim Beam plans to distribute these care packages through a sweepstakes available to consumers aged 21 and older. This will occur on specific dates following key playoff moments, with a limited number of packages offered on a first-come, first-served basis. Interested participants can enter via the Jim Beam website.
Additionally, Jim Beam has partnered with sportswear brand Mitchell & Ness to produce a limited run of custom jerseys, which will be given to select influencers and media personnel to promote the campaign further.
According to Regan E. Clarke, vice president of U.S. Brands at American Whiskey, the essence of football season lies in uniting people, regardless of the outcomes of their teams. The brand aims to highlight the importance of companionship and shared experiences during challenging times.
Fans are encouraged to follow Jim Beam’s official Instagram account, where Keegan-Michael Key will present comedic skits that illustrate the various emotional stages fans may encounter throughout the season. The company is also implementing a broad media campaign that encompasses television, streaming services, digital platforms, social media, and eCommerce to engage with fans across the country.
For more information about the “7 Stages of Defeat” care package and related activities, visit Jimbeam.com.