We developed the “7 Stages of Defeat” campaign to turn the heartbreak of football-loss season into a moment of connection, comedy, and camaraderie. Partnering with comedian Keegan‑Michael Key, the effort featured video skits, a limited-edition care package themed around Jim Beam Black’s seven-year aging process, and a full media rollout across TV, streaming, social, and e-commerce. 

The initiative successfully tapped into the 98% of fans whose teams won’t make it, turned defeat into a brand moment, and generated meaningful buzz, positive sentiment and media value in a challenging spirits-market context.