{"id":1497640,"date":"2026-01-27T15:57:00","date_gmt":"2026-01-27T12:57:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1497640"},"modified":"2026-01-27T15:57:00","modified_gmt":"2026-01-27T12:57:00","slug":"what-went-down-at-jim-beams-nyc-bash","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1497640","title":{"rendered":"What went down at Jim Beam\u2019s NYC bash"},"content":{"rendered":"<article class=\"main-article standard \">\n<div class=\"article-main-content article-wrapper has-media-but-its-an-image\" data-status=\"loaded\" data-primary-article=\"true\" data-url=\"\/life-culture\/article\/69472\/1\/what-went-down-at-jim-beam-nyc-bash-new-york\" data-article-id=\"69472\">\n<header class=\"article-header has-landscape-image no-media\">\n<div class=\"wrapper dg-max-width\">\n<div class=\"inner\">\n<figure class=\"main-img no-figcaption\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\" data-template=\"Standard Article\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"jb_cover\" class=\"img\" height=\"2000\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434902-1.jpg\" width=\"3000\" title=\"1434902-1\"><\/span><\/span><\/figure>\n<aside class=\"meta\">\n<div class=\"inner\"><time datetime=\"2026-01-27T15:57:00+00:00\" class=\"timestamp\" title=\"27 January 2026\"><span class=\"month\">January<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"27\">27,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/aside>\n<div class=\"titles\">\n<div class=\"tags\">\n<div class=\"sections\"><a class=\"category vertical - life-culture\" href=\"https:\/\/www.dazeddigital.com\/life-culture\">Life &amp; Culture<\/a><br \/>\n\/<br \/>\n<a class=\"series\" href=\"https:\/\/www.dazeddigital.com\/news\">News<\/a><\/div>\n<\/div>\n<div class=\"standard-tag-container\"><a class=\"standard-category\" href=\"https:\/\/www.dazeddigital.com\/life-culture\">Life &amp; Culture<\/a> \/<br \/>\n<a class=\"standard-series\" href=\"https:\/\/www.dazeddigital.com\/news\">News<\/a><\/div>\n<h1 class=\"title\"><span>What went down at Jim Beam\u2019s <span class=\"nowrap\">NYC bash<\/span><\/span><\/h1>\n<div class=\"standfirst\">\n<h2>The mid-week event marked the start of the brand\u2019s Refresh Your <span class=\"nowrap\">Season campaign<\/span><\/h2>\n<\/div>\n<p><span class=\"sponsored-by\"><br \/>\nIn Partnership with <span class=\"sponsor\">Jim Beam<\/span><\/span><time datetime=\"2026-01-27T15:57:00+00:00\" class=\"timestamp\" title=\"27 January 2026\"><span class=\"month\">January<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"27\">27,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/div>\n<\/div>\n<p><time datetime=\"2026-01-27T15:57:00+00:00\" class=\"timestamp\" title=\"27 January 2026\"><span class=\"month\">January<\/span>\u00a0<br \/>\n<span class=\"day\" data-day=\"27\">27,<\/span>\u00a0<br \/>\n<span class=\"year\">2026<\/span><\/time><\/p>\n<div class=\"providers\">\n<div class=\"contributors\"><span class=\"contributor\" data-contributor-role=\"Text\"><span class=\"contributor-role\">Text<\/span><a class=\"contributor-name\" href=\"https:\/\/www.dazeddigital.com\/user\/dazeddigital\">Dazed Digital<\/a><\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<div class=\"article-body-container\">\n<div class=\"article-body wrapper\">\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>If you thought lemonade was strictly a warm weather beverage, think again. This week, spirits brand Jim Beam hosted an exclusive party in New York City, and officially made the case for enjoying the summertime favourite year-round. The January bash, which took place on a panoramic rooftop overlooking the Hudson River, decked out Midtown\u2019s Glasshouse venue with larger-than-life lemons and immersive photo stations that brought the Jim Beam &amp; Lemonade cocktail to life.\u00a0<\/span><\/p>\n<p><span>The night\u2019s theme tied into Jim Beam\u2019s Refresh Your Season campaign, which encourages fans to enjoy the season regardless of their team\u2019s outcome; or, in other words, turn lemons into lemonade. As the face of the campaign, actor and comedian Kenan Thompson also made an appearance. \u201cAs a football fan, there&#8217;ve been plenty of seasons that didn\u2019t go my way, so the message hit home immediately,\u201d said Thompson. \u201cI also genuinely love watching football, and sometimes I realise I enjoy it even more when my blood pressure isn\u2019t tied to the final score.\u201d The SNL star came to the party decked out in none other than a limited-edition Jim Beam jersey, which was designed in partnership with Dazed.\u00a0<\/span><\/p>\n<p><span>Between the endless lemons, cocktails, and mingling, it was a night that, just for a moment, made partygoers forget it was the dead of winter. Here\u2019s everything that went down.<\/span><\/p>\n<h1><span>THE DRINK OPTIONS WERE PLENTIFUL<\/span><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"daf11063-9c3c-4f81-b4b0-b3db0143d038\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1430\/4\/1434898.jpg\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.67\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"jim_beam_wwd_1\" class=\"img\" height=\"3000\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434898.jpg\" width=\"2000\" title=\"1434898\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography Bryan Bedder<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>The star of the night was the Beam &amp; Lemonade, which was doled out in glass mason jars. For those looking for a taste of something else, cocktails that combined the classic bourbon with ginger ale, cola and lemon-lime soda were also offered. <\/span><\/p>\n<h1><span>THOMPSON SHOWED OUT\u00a0<\/span><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"aaeb8bca-141d-4300-9010-b3db017d5b5f\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1430\/4\/1434903.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.25\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"thompson\" class=\"img\" height=\"2400\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434903.jpg\" width=\"3000\" title=\"1434903\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography Bryan Bedder<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>Aside from acting, Thompson proved that hosting is one of his many talents. The star greeted fans, gave a speech and kicked back with attendees.<\/span><\/p>\n<h1><span>THE DJ KEPT THE VIBES RIGHT<\/span><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"837eae16-4b6e-4f30-97dd-b3db0144e49d\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1430\/4\/1434900.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.4\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"jb_wwd_3\" class=\"img\" height=\"2143\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434900.jpg\" width=\"3000\" title=\"1434900\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography Bryan Bedder<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>Throughout the night, DJ Jay Jung played banger after banger, giving partygoers plenty to celebrate. His set list was a \u201crefresh\u201d of its own, including plenty of early 2000s throwbacks.<\/span><\/p>\n<h1><span>THE NIGHT ENDED WITH A BANG<\/span><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"e7a2c688-8382-4083-928d-b3db01455660\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1430\/4\/1434901.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"jim_beam_4\" class=\"img\" height=\"2000\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434901.jpg\" width=\"3000\" title=\"1434901\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography Bryan Bedder<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>To close out the night, attendees headed outside for a showstopping drone show. Hordes of fans huddled together for warmth and watched as glittering football-themed formations overtook the sky.\u00a0<\/span><\/p>\n<p><em>Drink Smart\u00ae. Jim Beam\u00ae Kentucky Straight Bourbon Whiskey, 40% Alc.\/Vol. \u00a92026 James B. Beam Distilling Co., Clermont, KY<\/em><\/p>\n<\/div>\n<p id=\"age-error\" class=\"restricted__error\">Please enter a valid date of birth.<\/p>\n<\/div>\n<p> `;<br \/>\n document.body.appendChild(gate);<br \/>\n }<\/p>\n<p> function isValidDateParts(mm, dd, yyyy) {<br \/>\n if (!Number.isFinite(mm) || !Number.isFinite(dd) || !Number.isFinite(yyyy)) return false;<\/p>\n<p> const thisYear = new Date().getFullYear();<br \/>\n if (yyyy  thisYear) return false;<br \/>\n if (mm  12) return false;<br \/>\n if (dd  31) return false;<\/p>\n<p> \/\/ validate by round-trip to catch invalid dates like 02\/31<br \/>\n const d = new Date(yyyy, mm &#8211; 1, dd);<br \/>\n return d.getFullYear() === yyyy &amp;&amp; d.getMonth() === (mm &#8211; 1) &amp;&amp; d.getDate() === dd;<br \/>\n }<\/p>\n<p> function isAtLeastAge(birthDate, minAge) {<br \/>\n const today = new Date();<br \/>\n let age = today.getFullYear() &#8211; birthDate.getFullYear();<\/p>\n<p> const hasHadBirthdayThisYear =<br \/>\n (today.getMonth() &gt; birthDate.getMonth()) ||<br \/>\n (today.getMonth() === birthDate.getMonth() &amp;&amp; today.getDate() &gt;= birthDate.getDate());<\/p>\n<p> if (!hasHadBirthdayThisYear) age -= 1;<br \/>\n return age &gt;= minAge;<br \/>\n }<\/p>\n<p> function bindEvents() {<br \/>\n const gate = document.getElementById(&#8220;age-gate&#8221;);<br \/>\n const form = document.getElementById(&#8220;age-form&#8221;);<br \/>\n const mmEl = document.getElementById(&#8220;dob-mm&#8221;);<br \/>\n const ddEl = document.getElementById(&#8220;dob-dd&#8221;);<br \/>\n const yyyyEl = document.getElementById(&#8220;dob-yyyy&#8221;);<br \/>\n const errorEl = document.getElementById(&#8220;age-error&#8221;);<br \/>\n const exitBtn = document.getElementById(&#8220;age-exit&#8221;);<\/p>\n<p> function showError() {<br \/>\n errorEl.style.display = &#8220;block&#8221;;<br \/>\n }<\/p>\n<p> function clearError() {<br \/>\n errorEl.style.display = &#8220;none&#8221;;<br \/>\n }<\/p>\n<p> \/\/ digits only, keep within max length<br \/>\n [mmEl, ddEl, yyyyEl].forEach((el) =&gt; {<br \/>\n el.addEventListener(&#8220;input&#8221;, () =&gt; {<br \/>\n el.value = el.value.replace(\/[^0-9]\/g, &#8220;&#8221;).slice(0, el.maxLength || 99);<br \/>\n });<br \/>\n });<\/p>\n<p> \/\/ auto-advance<br \/>\n mmEl.addEventListener(&#8220;input&#8221;, () =&gt; { if (mmEl.value.length &gt;= 2) ddEl.focus(); });<br \/>\n ddEl.addEventListener(&#8220;input&#8221;, () =&gt; { if (ddEl.value.length &gt;= 2) yyyyEl.focus(); });<\/p>\n<p> exitBtn.addEventListener(&#8220;click&#8221;, redirectOut);<\/p>\n<p> form.addEventListener(&#8220;submit&#8221;, (e) =&gt; {<br \/>\n e.preventDefault();<br \/>\n clearError();<\/p>\n<p> const mm = parseInt(mmEl.value, 10);<br \/>\n const dd = parseInt(ddEl.value, 10);<br \/>\n const yyyy = parseInt(yyyyEl.value, 10);<\/p>\n<p> if (!isValidDateParts(mm, dd, yyyy)) {<br \/>\n showError();<br \/>\n return;<br \/>\n }<\/p>\n<p> const dob = new Date(yyyy, mm &#8211; 1, dd);<br \/>\n if (dob &gt; new Date()) {<br \/>\n showError();<br \/>\n return;<br \/>\n }<\/p>\n<p> if (!isAtLeastAge(dob, MIN_AGE)) {<br \/>\n redirectOut();<br \/>\n return;<br \/>\n }<\/p>\n<p> gate.style.display = &#8220;none&#8221;;<\/p>\n<p> \/\/ Optional: store only a boolean so you do not store DOB<br \/>\n \/\/ sessionStorage.setItem(&#8220;age_verified_21&#8221;, &#8220;true&#8221;);<br \/>\n });<br \/>\n }<\/p>\n<p> function run() {<br \/>\n if (!enforceTimezoneFirst()) return;<\/p>\n<p> \/\/ Optional: skip gate if already verified in this session<br \/>\n \/\/ if (sessionStorage.getItem(&#8220;age_verified_21&#8221;) === &#8220;true&#8221;) return;<\/p>\n<p> injectStyles();<br \/>\n injectMarkup();<br \/>\n bindEvents();<br \/>\n }<\/p>\n<p> \/\/ ensure body exists<br \/>\n if (document.readyState === &#8220;loading&#8221;) {<br \/>\n document.addEventListener(&#8220;DOMContentLoaded&#8221;, run);<br \/>\n } else {<br \/>\n run();<br \/>\n }<br \/>\n })();<\/p>\n<\/div>\n<div id=\"newsletter-inline-last\">\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! 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href=\"https:\/\/www.dazeddigital.com\/life-culture\/article\/69384\/1\/sign-up-for-dazed-and-jim-beams-game-day-giveaway\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\">Jim Beam<\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Jim Beam\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434897-2.jpg\" title=\"1434897-2\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Sign up for Dazed and Jim Beam\u2019s game day giveaway<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/life-culture\/article\/69449\/1\/is-2026-the-year-of-analogue-tiktok-trend-social-media-offline\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"1397686\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434540.jpg\" title=\"1434540\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Is 2026 the year of analogue?<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/life-culture\/article\/69452\/1\/jim-beam-and-dazed-want-to-help-you-get-game-day-ready\"><\/p>\n<div class=\"card-latest__img-wrapper\">\n<p class=\"optional-paragraph\">Jim Beam<\/p>\n<p><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Jim Beam\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434572-3.jpg\" title=\"1434572-3\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Jim Beam and Dazed want to help you get game day-ready<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/life-culture\/article\/69466\/1\/limerence-is-bullshit-tiktok-reddit-dating-relationships-dorothy-tennov\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Romeo_and_Juliet_Still\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434775.jpg\" title=\"1434775\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Limerence is bullshit<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide list-element\">\n<div class=\"scard-latest__section\">\n<div class=\"card-latest__wrapper\"><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/life-culture\/article\/69460\/1\/what-went-down-at-elizabeth-arthotel-s-50th-anniversary\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Elizabeth Arthotel, Infinity Pool (Courtesy of Sta\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434696.jpg\" title=\"1434696\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">What went down at Elizabeth Arthotel\u2019s 50th Anniversary<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/life-culture\/article\/69450\/1\/deadly-gambling-problem-prediction-market-polymarket-kalshi-armageddon-explainer\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"Uncut Gems (2019)\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434541.jpg\" title=\"1434541\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">Is a new gambling trend driving us toward armageddon?<\/h3>\n<\/div>\n<p><\/a><a class=\"card-latest\" href=\"https:\/\/www.dazeddigital.com\/life-culture\/article\/69447\/1\/the-new-relationship-dealbreaker-using-chatgpt-ai-artificial-intelligence-gemini\"><\/p>\n<div class=\"card-latest__img-wrapper\"><span class=\"image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img decoding=\"async\" alt=\"image-w1280\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434525.jpg\" title=\"1434525\"><\/span><\/span><\/div>\n<div class=\"card-latest__content\">\n<h3 class=\"card-latest__title\">The new relationship dealbreaker: using ChatGPT<\/h3>\n<\/div>\n<p><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"newsletter-inline\" data-newsletter hidden>\n<div class=\"newsletter-small\">\n<div class=\"inner\">\n<h1 class=\"newsletter-title\">Escape the algorithm! Get The Drop<\/h1>\n<div class=\"meta-row\">\n<p class=\"meta\">Get must-see stories direct to your inbox every weekday.<\/p>\n<p class=\"paragraph\"><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/p>\n<\/div>\n<div class=\"confirmation\" aria-live=\"polite\">\n<p class=\"confirmation-title\">Thank you. You have been subscribed<\/p>\n<p><a href=\"https:\/\/www.dazeddigital.com\/privacy-policy\" class=\"meta-link\" target=\"_blank\" rel=\"noopener\"><br \/>\nPrivacy policy<br \/>\n<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<div class=\"article-body wrapper\">\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>If you thought lemonade was strictly a warm weather beverage, think again. This week, spirits brand Jim Beam hosted an exclusive party in New York City, and officially made the case for enjoying the summertime favourite year-round. The January bash, which took place on a panoramic rooftop overlooking the Hudson River, decked out Midtown\u2019s Glasshouse venue with larger-than-life lemons and immersive photo stations that brought the Jim Beam &amp; Lemonade cocktail to life.\u00a0<\/span><\/p>\n<p><span>The night\u2019s theme tied into Jim Beam\u2019s Refresh Your Season campaign, which encourages fans to enjoy the season regardless of their team\u2019s outcome; or, in other words, turn lemons into lemonade. As the face of the campaign, actor and comedian Kenan Thompson also made an appearance. \u201cAs a football fan, there&#8217;ve been plenty of seasons that didn\u2019t go my way, so the message hit home immediately,\u201d said Thompson. \u201cI also genuinely love watching football, and sometimes I realise I enjoy it even more when my blood pressure isn\u2019t tied to the final score.\u201d The SNL star came to the party decked out in none other than a limited-edition Jim Beam jersey, which was designed in partnership with Dazed.\u00a0<\/span><\/p>\n<p><span>Between the endless lemons, cocktails, and mingling, it was a night that, just for a moment, made partygoers forget it was the dead of winter. Here\u2019s everything that went down.<\/span><\/p>\n<h1><span>THE DRINK OPTIONS WERE PLENTIFUL<\/span><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"daf11063-9c3c-4f81-b4b0-b3db0143d038\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1430\/4\/1434898.jpg\" data-img-aspect-ratio-type=\"portrait\" data-img-aspect-ratio=\"0.67\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"portrait\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"jim_beam_wwd_1\" class=\"img\" height=\"3000\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434898.jpg\" width=\"2000\" title=\"1434898\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography Bryan Bedder<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>The star of the night was the Beam &amp; Lemonade, which was doled out in glass mason jars. For those looking for a taste of something else, cocktails that combined the classic bourbon with ginger ale, cola and lemon-lime soda were also offered. <\/span><\/p>\n<h1><span>THOMPSON SHOWED OUT\u00a0<\/span><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"aaeb8bca-141d-4300-9010-b3db017d5b5f\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1430\/4\/1434903.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.25\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"thompson\" class=\"img\" height=\"2400\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434903.jpg\" width=\"3000\" title=\"1434903\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography Bryan Bedder<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>Aside from acting, Thompson proved that hosting is one of his many talents. The star greeted fans, gave a speech and kicked back with attendees.<\/span><\/p>\n<h1><span>THE DJ KEPT THE VIBES RIGHT<\/span><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"837eae16-4b6e-4f30-97dd-b3db0144e49d\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1430\/4\/1434900.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.4\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"jb_wwd_3\" class=\"img\" height=\"2143\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434900.jpg\" width=\"3000\" title=\"1434900\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography Bryan Bedder<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>Throughout the night, DJ Jay Jung played banger after banger, giving partygoers plenty to celebrate. His set list was a \u201crefresh\u201d of its own, including plenty of early 2000s throwbacks.<\/span><\/p>\n<h1><span>THE NIGHT ENDED WITH A BANG<\/span><\/h1>\n<\/div>\n<figure class=\"inline-img expandable dev-view-hide\" data-img=\"e7a2c688-8382-4083-928d-b3db01455660\" data-src=\"https:\/\/images-prod.dazeddigital.com\/2000\/azure\/dazed-prod\/1430\/4\/1434901.jpg\" data-img-aspect-ratio-type=\"landscape\" data-img-aspect-ratio=\"1.5\"><span class=\"has-css-custom-props image-container\" data-aspect-ratio-type=\"landscape\"><span class=\"preserve-aspect-ratio\"><img loading=\"lazy\" decoding=\"async\" alt=\"jim_beam_4\" class=\"img\" height=\"2000\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/1434901.jpg\" width=\"3000\" title=\"1434901\"><\/span><\/span><figcaption class=\"img-caption\"><span class=\"credit\">Photography Bryan Bedder<\/span><\/figcaption><\/figure>\n<div class=\"embed-content\" data-embed-type=\"raw-html\">\n<p><span>To close out the night, attendees headed outside for a showstopping drone show. Hordes of fans huddled together for warmth and watched as glittering football-themed formations overtook the sky.\u00a0<\/span><\/p>\n<p><em>Drink Smart\u00ae. Jim Beam\u00ae Kentucky Straight Bourbon Whiskey, 40% Alc.\/Vol. \u00a92026 James B. Beam Distilling Co., Clermont, KY<\/em><\/p>\n<\/div>\n<p id=\"age-error\" class=\"restricted__error\">Please enter a valid date of birth.<\/p>\n<\/div>\n<p> Source URL: https:\/\/www.dazeddigital.com\/life-culture\/article\/69472\/1\/what-went-down-at-jim-beam-nyc-bash-new-york<\/p>\n","protected":false},"excerpt":{"rendered":"<p>January\u00a0 27,\u00a0 2026 Life &amp; Culture \/ News Life &amp; Culture \/ News What went down at Jim Beam\u2019s NYC bash The mid-week event marked the start of the brand\u2019s Refresh Your Season campaign In Partnership with Jim BeamJanuary\u00a0 27,\u00a0 2026 January\u00a0 27,\u00a0 2026 TextDazed Digital If you thought lemonade was strictly a warm weather [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1497642,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[76],"class_list":["post-1497640","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","tag-dazeddigital-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1497640","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1497640"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1497640\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/media\/1497642"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1497640"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1497640"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1497640"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}