Jim Beam & Keegan-Michael Key Set To Console Losing Football Fans With ‘Care Package’

The “7 Stages of Defeat” care package is designed to remind fans of losing teams that there is “always a reason to gather, align, and toast to next year’s season.”
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Team losing? Fear not. Jim Beam and Keegan-Michael Key know how you feel. Credit: Jim Beam

Jim Beam has partnered with acclaimed actor, writer, and producer Keegan-Michael Key to bring joy to downhearted football fans this season. The “7 Stages of Defeat” care package is designed to remind fans of losing teams that there is “always a reason to gather, align, and toast to next year’s season.” 

Inspired by Jim Beam Black’s 7-year aging process, which brings out decadent notes of caramel and vanilla in the bourbon, the care package caters to the 98% of fans who will not see their team lift the trophy this season. 

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The “7 Stages Of Defeat” Care Package

The “7 Stages of Defeat” care package features seven doors, behind which are the essentials to navigating the ups-and-downs of the football season: 

Shock – A note from Keegan-Michael Key to snap out of it and feel your feeling
Denial – A custom all-black Jim Beam jersey to pay tribute to that loss in style
Anger – A chocolate football + small wooden hammer to take your anger and then eat it
Bargaining – A bobblehead referee to person to argue with because we know that call wasn’t fair
Woe – A vanilla bourbon candle to to soothe your spirits
Rebuilding – A cocktail kit to build the Get ‘Em Next Year cocktail,  including our ‘Don’t Be Bitter’ bitters and a pair of Yeti cocktail cups for you and a friend
Acceptance – A call-to-action to raise a glass and cheers to another chance next year”

In Collaboration With Keegan-Michael Key 

“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, a long-time Lions fan. “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 has also starred in several hilarious skits that “bring the 7 stages of defeat to life.” Following him through denial to acceptance, the skits will be posted on the @jimbeamofficial Instagram page. Jim Beam will also roll out a nationwide multi-media campaign to engage, and console, passionate football fans. Additionally, Jim Beam partnered with the renowned sportswear brand Mitchell & Ness to design 100 exclusive, limited-edition jerseys. These custom pieces will be distributed to talent, influencers, and media, enhancing the program’s reach and impact.

Win A “7 Stages of Defeat” Care Package 

To help keep football fans happy, no matter the score, Jim Beam is giving bourbon lovers the change to win a care package on a first-come, first-served basis post-key playoff moments. Fans (aged 21+) can enter sweepstakes which will be drawn on the following dates at 12pm ET/ 9am PT: 

  • Monday, January 20
  • Monday, January 27
  • Monday, February 10


“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.”

Beth Squires

Beth Squires joined Mark Littler Ltd full-time in October 2020 after completing her university degree in English Literature. Since then, she has acquired extensive knowledge about all aspects of whisk(e)y and now holds the position of Deputy Editor at The Whiskey Wash. Beth is passionate about history, industry innovation, marketing, and sustainability. With a special fondness for independently bottled rare scotch, Beth also serves as a whisky bottle investment specialist.

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