When the ball hits the Beam, rival fans have an unlikely reason to celebrate together. "Hit The Beam" turns football's most dreaded sound into something worth rooting for.
CLERMONT, Ky., Sept. 9, 2026 /PRNewswire/ -- Few sounds trigger a collective groan quite like a field goal bouncing off the goalpost. This season, Jim Beam®, the world's No.1 bourbon, is setting out to transform that dreaded sound into stadium-wide cheers with "Hit The Beam," a new campaign starring actor and comedian Ben Marshall and former NFL kicker Kai Forbath.
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