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Navigate the 7 Stages of Defeat
Is your team’s season officially over? Then you’re probably experiencing the 7 Stages of Defeat (a stage for every year our smooth bourbon is aged). With a little help, you can reach acceptance and look forward to next season. Because it’s just a game…right?
Jim Beam: 7 Stages of Defeat Care Package
Getting over your team’s season-ending loss can be painful. Which is why Jim Beam and lifelong Detroit fan Keegan-Michael Key, created this unique care package. Comprised of seven items designed to help you power through each stage of defeat, it’s the perfect way to move on and start feeling hopeful about next season. Enter for your chance to win a care package, dropping on 1/20, 1/27, and 2/10.
Stage 1: Shock
We know you’re probably still stunned. Luckily, this note from Keegan will help you feel your feelings and start your emotional journey through the next six stages.
Stage 2: Denial
It’s tough to admit your team lost. But when you wear this custom all-black jersey, you’ll start to embrace reality and begin mourning the wins that could have been.
Stage 3: Anger
Bottling up anger isn’t good - but neither is busting your TV. (It’s not the problem!) Instead, smashing this chocolate football will help you knock past this stage and power through the process.
Stage 4: Bargaining
You might be tempted to offer up your life savings to reverse a bad call. That’s normal. But we suggest debating a referee bobble head as an alternative. He can only nod, so you’ll always win.
Stage 5: Woe
Ahh the stage of heartbreak and tears, one every fan knows all too well. When it feels like too much to bear, lighting this spirit-soothing, mood-lifting candle will help. It smells like hope. And vanilla. And also bourbon.
Stage 6: Rebuilding
Rebuilding means trying new things, like mixing up a couple Jim Beam “Get ‘Em Next Year” cocktails in these distinguished Yeti tumblers so you and a fellow fan can toast to the fast approaching finish line of acceptance.
Stage 7: Acceptance
When you reach this last stage, it’s a cause for celebration! Find some friends, make them all a drink with our “No Need To Be Bitter” bitters and some Jim Beam Black 7-Year, and raise your glasses to next season.

Get ‘Em Next Year Cocktail
The perfect cocktail for fans in the Rebuilding and Acceptance stages who are ready to try something new. Savor the complexity of Jim Beam Black 7-Year accented with Ginger Ale and our “No Need To Be Bitter” bitters. Made to be enjoyed with friends, toasting to next year.
ENJOY THE GAME WITH JIM BEAM


JIM BEAM BLACK
Something magical happens to the whiskey in its seventh year in cask. We call it the sweet spot, where an easy smoothness meets notes of caramel, vanilla, and warm oak, and the liquid turns a rich gold. This is the mellow whiskey you’ll find in the new Jim Beam Black. Enjoy Jim Beam Black neat, on the rocks, or in a Jim Beam Black Old Fashioned.
JIM BEAM®
Aged twice what the law requires, each sip reveals layers of sweet caramel and vanilla, woody grain and oak. Taste more than 225 years of craft in each bottle.
PLAY THE WHOLE MATCH