Life & Culture / NewsLife & Culture / NewsWhat went down at Jim Beam’s NYC bashThe mid-week event marked the start of the brand’s Refresh Your Season campaignShareLink copied ✔️ In Partnership with Jim BeamJanuary 27, 2026January 27, 2026TextDazed Digital 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’s Glasshouse venue with larger-than-life lemons and immersive photo stations that brought the Jim Beam & Lemonade cocktail to life. The night’s theme tied into Jim Beam’s Refresh Your Season campaign, which encourages fans to enjoy the season regardless of their team’s outcome; or, in other words, turn lemons into lemonade. As the face of the campaign, actor and comedian Kenan Thompson also made an appearance. “As a football fan, there've been plenty of seasons that didn’t go my way, so the message hit home immediately,” said Thompson. “I also genuinely love watching football, and sometimes I realise I enjoy it even more when my blood pressure isn’t tied to the final score.” 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. (For a chance to snag a similar version of the jersey, head here to enter the Jim Beam x Dazed giveaway.) 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’s everything that went down. THE DRINK OPTIONS WERE PLENTIFUL Photography Bryan Bedder The star of the night was the Beam & 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. THOMPSON SHOWED OUT Photography Bryan Bedder 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. THE DJ KEPT THE VIBES RIGHT Photography Bryan Bedder Throughout the night, DJ Jay Jung played banger after banger, giving partygoers plenty to celebrate. His set list was a “refresh” of its own, including plenty of early 2000s throwbacks. THE NIGHT ENDED WITH A BANG Photography Bryan Bedder 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. Drink Smart®. Jim Beam® Kentucky Straight Bourbon Whiskey, 40% Alc./Vol. ©2026 James B. Beam Distilling Co., Clermont, KY Escape the algorithm! Get The DropEmail address SIGN UP Get must-see stories direct to your inbox every weekday. Privacy policy Thank you. You have been subscribed Privacy policy Expand your creative community and connect with 15,000 creatives from around the world.READ MOREThis debut novel exposes the dark side of the creator economy So you want to leave TikTok? Pumafakemink, Skepta and Pa Salieu celebrate PUMA’s iconic Suede at PFW‘He’s late because he’s having an affair’: how OCD impacts relationshipsHow to date when... you don’t like their familyJim BeamSign up for Dazed and Jim Beam’s game day giveawayIs 2026 the year of analogue?Jim BeamJim Beam and Dazed want to help you get game day-readyLimerence is bullshitWhat went down at Elizabeth Arthotel’s 50th AnniversaryIs a new gambling trend driving us toward armageddon?The new relationship dealbreaker: using ChatGPTEscape the algorithm! Get The DropEmail address SIGN UP Get must-see stories direct to your inbox every weekday. Privacy policy Thank you. You have been subscribed Privacy policy