Courtesy of Jim BeamJanuary
23,
2026Life & Culture
/
NewsLife & Culture /
NewsJim Beam and Dazed want to help you get game day-readyWith a Kenan Thompson collab, kickoff party in New York City and exclusive giveaway for Dazed readers, Jim Beam’s Refresh Your Season campaign already has the makings of a winner
ShareLink copied ✔️ In Partnership with Jim BeamJanuary 23, 2026January 23, 2026TextDazed DigitalDrink Smart®. Jim Beam® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol. ©2026 James B. Beam Distilling Co., Clermont, KY.
If you’ve ever had a bourbon cocktail, then you’ve likely had a taste of Jim Beam. The centuries-old spirit brand has always been ahead of its time, and this year is no different. Ahead of football’s busiest time of year, the brand already has the Big Game on its mind, and is teaming up with Dazed to start the celebrations early.
Given that the parties are obviously the best part of every major sports weekend, it’s only right that Jim Beam’s pre-game sprint included one of its own. On January 21, the brand threw a rooftop soirée in New York City. Held in the city's Midtown neighbourhood, the event included themed cocktails, a drone show over the Hudson River and an appearance by actor and comedian Kenan Thompson. There, guests also caught a glimpse of a limited-edition Jim Beam jersey, designed in partnership with Dazed.
The jersey reveal was a part of the brand’s Refresh Your Season campaign, which urges fans to enjoy themselves regardless of their team’s outcome. As an accompanying film with Thompson points out, sometimes it’s actually more enjoyable to experience the season when your team is out, rather than stress-watch while they’re still in. That spirit of refreshment is also brought to life by the campaign’s star cocktail, the Beam and Lemonade, which includes Jim Beam, lemonade, soda water and a lemon garnish. Needless to say, it’s a combination that can be enjoyed win or loss.
Also as part of the campaign, Jim Beam is giving fans of the brand, football and Dazed a reason to rejoice by launching a giveaway exclusively for Dazed readers. Winners stand to receive Dazed merch, cocktail fixings to make the Beam and Lemonade, and of course, the limited-edition, Dazed-approved Jim Beam jersey. Even if you couldn’t care less about football, it’s still too good of a deal to pass up.
For a chance to win, mark your calendar for January 23, when a giveaway form will open exclusively on dazeddigital.com. See terms and conditions here.
Drink Smart®. Jim Beam® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol. ©2026 James B Beam Distilling Co., Clermont, KY.
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