Refreshing the Season

Courtesy: Jim Beam

Football is more than a scoreboard. It’s Sunday rituals, worn jerseys, inherited loyalties, and the quiet optimism that resets itself every kickoff. For most fans, the season doesn’t end with confetti—it ends on the couch, remote in hand, still watching even when the stakes are no longer personal.

That familiar moment sits at the heart of Refresh Your Season, featuring comedian and actor Kenan Thompson, whose long-standing love of the game mirrors that of countless fans. The idea is simple: when your team’s run comes to an end, the season doesn’t. There are still games to watch, rivalries to debate, halftime shows to critique, and traditions to uphold.

A Jim Beam and lemonade becomes part of that rhythm—less a celebration than a companion to the experience. It’s poured during late-afternoon kickoffs and primetime matchups, when the pressure is off but the passion remains. Thompson’s presence feels natural, like a familiar voice in a room full of fans who know exactly what it means to care deeply and still laugh it off.

Sports culture thrives in these in-between moments: the years without a title, the “next season” conversations, the collective groan of a missed call, the joy of watching greatness unfold—even when it’s not your team. Refresh Your Season acknowledges that fandom is rarely perfect and never conditional.

What resonates most is the campaign’s understanding of football as a shared language. The season carries on through tailgate stories, living-room debates, and the simple comfort of showing up week after week. Even when the outcome disappoints, the culture endures.

In the end, refreshing the season isn’t about erasing the loss. It’s about staying in the game—rooted in ritual, community, and the unspoken agreement that next year will always feel like the one. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.