Keegan‑Michael Key leads us through a chuckle‑worthy crash course in fandom heartbreak, turning every fumble, frown, and referee rant into a reason to gather and toast. This campaign cleverly maps the emotional playoffs—from shock and denial to acceptance—into a limited-edition care package inspired by Jim Beam Black’s seven-year aging, filled with quirky keepsakes and cocktail essentials to help fans laugh their way through the loss.