(Photos: Jim Beam)
On Tuesday, "Key and Peele" star Keegan-Michael Key and Jim Beam announced a release to help football fans cope with an early playoff defeat. The comedian has partnered with the bourbon giant on a "7 Stages of Defeat" care package inspired by the brand's recently relaunched Jim Beam Black expression.
“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...” Key said. “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.”
The set is styled as a seven-day advent calendar of sorts with windows that can be opened one by one. According to the Beam, fans can expect a special treat themed after each of the stages of grief.
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"
Fans will have a chance to win the limited-edition package on a first-come, first-served basis over the next month. If you're interested in grabbing one, sweepstakes will open at noon EST on Jan. 20, Jan. 27 and Feb 10 on the jimbeam.com/7stages website.
Nearly five decades after its debut in 1978, Jim Beam Black (originally known as Jim Beam Black Label) was reintroduced to the market with a new recipe and look in June. The latest iteration is aged seven years in American white oak barrels before being bottled at 45% ABV. Consumers can find it on the shelf at a suggested retail price of $24.99.
“Football season is about bringing people together even when your team doesn’t come out on top," Regan E. Clarke, vice president of American whiskey, added. “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.”
Fans will have a chance to win the limited-edition package on a first-come, first-served basis over the next month. If you're interested in grabbing one, sweepstakes will open at noon EST on Jan. 20, Jan. 27 and Feb 10 on the jimbeam.com/7stages website.
Nearly five decades after its debut in 1978, Jim Beam Black (originally known as Jim Beam Black Label) was reintroduced to the market with a new recipe and look in June. The latest iteration is aged seven years in American white oak barrels before being bottled at 45% ABV. Consumers can find it on the shelf at a suggested retail price of $24.99.