Jim Beam has partnered with comedian and actor Keegan-Michael Key for the ‘7 Stages of Defeat’ campaign, offering football fans a lighthearted approach to handling the emotional ups and downs of the season. Key, a lifelong Detroit Lions fan, brings his personal experience to the initiative, which includes a care package designed to guide fans through each stage of defeat.

The package features seven curated items, including “a note from Key to help manage shock, a custom Jim Beam jersey, a chocolate football and wooden hammer to address anger, a bobblehead referee for bargaining, a vanilla bourbon candle for soothing, a cocktail kit for rebuilding, and a call to action to raise a glass in acceptance.”

This campaign encourages fans to embrace their team’s journey, fostering connection and resilience through humor and camaraderie.

Image Credit: Jim Beam