Jim Beam guides the “7 Stages of Defeat” to Detroit and other NFL fans.

The NFL season is filled with excitement, passion, and drama. Each week, fans across the country experience the highs and lows of their teams’ performances, often in the form of crushing losses and hard-fought victories. As teams battle through the regular season, it’s not uncommon for fans to experience a range of emotions, especially when the season starts to slip away. This emotional roller coaster is akin to the “7 Stages of Grief,” a psychological model that outlines the stages individuals go through when processing loss. For NFL fans, especially those who support struggling franchises like the Detroit Lions, these stages may be deeply familiar.

In an unexpected twist, Jim Beam, the iconic whiskey brand, has become an unlikely guide to navigating these turbulent emotional waters. Partnering with the NFL to promote a shared understanding of defeat, Jim Beam has taken fans on a journey through what they have dubbed the “7 Stages of Defeat.” This playful yet poignant concept taps into the universal experiences of fandom, acknowledging the tough times while offering a lighthearted outlet for the frustration that comes with watching a beloved team fall short.

Through its partnership with the NFL, Jim Beam has helped to articulate these stages, offering fans a means of processing their emotions during difficult seasons and providing a bit of relief along the way. This guide to the “7 Stages of Defeat” speaks directly to the heart of the NFL community, bringing humor and camaraderie to a traditionally somber topic.

The 7 Stages of Defeat: A Breakdown

The concept of the “7 Stages of Defeat” mirrors the emotional progression that individuals go through when confronted with the impending loss of their team’s playoff hopes. These stages reflect the mindset and mood changes that fans experience, from shock and denial to acceptance and, eventually, optimism for the future.

1. Denial: “This Can’t Be Happening”

The first stage of defeat is, naturally, denial. Fans in this stage refuse to accept that their team could be heading for yet another disappointing season. When the losses start to pile up and the playoff picture becomes increasingly dim, the instinct is to push those thoughts aside and cling to the hope that things will turn around.

For Detroit Lions fans, this stage is all too familiar. Over the years, the Lions have seen numerous seasons begin with high hopes, only to be dashed by midseason. During the early weeks of the season, Lions fans may still convince themselves that their team can pull off a dramatic turnaround, despite mounting evidence to the contrary. As losses accumulate, the fan’s mind begins to rebel against reality, and the search for hope becomes more intense.

Jim Beam enters the picture at this stage with its signature brand of humor and comfort. As fans grasp for a way to cope, Jim Beam provides a warm, familiar refuge. The message is simple: even in the face of defeat, there’s no need to go through it alone. Whether it’s a single shot or a glass of bourbon shared with fellow fans, Jim Beam invites supporters to let go of the anger and frustration, if only for a moment.

2. Anger: “Why Does This Keep Happening?”

The anger phase often follows denial. Once the realization sets in that this is, indeed, happening, frustration builds. Fans begin to question everything: the coaching staff, the players, the front office, even the football gods themselves. Why is this always happening to my team? Why are we always doomed to fail?

For a franchise like the Lions, whose storied history is riddled with heartbreak and missed opportunities, this stage can feel endless. The emotional investment in a team that perpetually falls short only adds to the bitterness. The feeling of injustice runs deep, and the world seems to conspire against them.

Jim Beam, once again, provides a lighthearted solution. In this stage of anger, a glass of bourbon offers a moment of clarity, calming the mind and soothing the frustrations. Jim Beam’s messaging leans into the catharsis of venting over a drink, embracing the idea that sometimes a good, strong drink can make it easier to release pent-up anger and move forward, if only temporarily.

3. Bargaining: “Maybe We Can Still Sneak Into the Playoffs”

As the losses mount, fans begin to search for ways to make sense of the situation. This is where the bargaining phase begins. Fans try to rationalize, even when the odds are stacked against them. Perhaps if the team wins the next few games, they can still make the playoffs. Or maybe if the right combination of results happens around the league, their team can sneak into a wildcard spot. They begin to cling to any shred of hope.

This is often the stage where fans engage in delusional thinking—wondering if a miracle can somehow occur to turn the season around. Detroit Lions fans, in particular, know all too well the emotional investment required during this phase. Despite years of disappointment, there’s always that glimmer of hope that keeps them coming back, season after season.

Jim Beam plays a role in this stage as well, gently nudging fans to laugh at themselves, offering the idea that sometimes the best way to deal with delusional optimism is with a drink in hand. Jim Beam encourages fans to take a moment to relax, accepting the unpredictability of the season, all while sharing a drink with others who are riding the same emotional rollercoaster.

4. Depression: “What’s the Point?”

Eventually, the hope fades, and the depression sets in. Fans experience a sense of resignation and despair. This is where the weight of a disappointing season truly hits home. The realization that there’s no hope for the playoffs, no possibility of a Super Bowl run, and no chance for redemption can feel crushing.

For long-suffering franchises like the Detroit Lions, this is a particularly painful stage. The years of losing, the near-misses, and the seasons filled with promise that ultimately end in disappointment have taken their toll. The depression phase can feel all-encompassing, and the game that once brought joy and excitement now only brings sadness and frustration.

Here, Jim Beam’s messaging becomes especially important. It’s not about ignoring the sadness or pretending it doesn’t exist—it’s about acknowledging the pain and comforting fans through it. A glass of bourbon becomes a companion in these quiet, reflective moments, offering solace when the desire to give up is strong. Jim Beam becomes a metaphor for the perseverance and resilience that fans need to get through the tough times.

5. Acceptance: “Well, There’s Always Next Year”

The acceptance stage is where fans finally come to terms with the reality of the situation. The team’s playoff hopes have evaporated, and they can’t change the outcome of the season. It’s a hard pill to swallow, but it’s one that fans must swallow nonetheless. It’s time to stop obsessing over what might have been and focus on what’s next.

In this stage, Detroit Lions fans can look back on the season with a mix of bitterness and understanding. Yes, the team fell short again, but there’s always next year. The hope for the future never truly fades, even after the season is over. For fans of teams like the Lions, who are so accustomed to disappointment, acceptance is often an essential step in their journey.

Jim Beam continues to be a companion in this phase, offering a message of resilience. While fans may feel disappointed, the future remains full of possibilities, and there’s always the next season to look forward to. The joy of football isn’t just about winning—it’s about community, tradition, and the shared experience. Jim Beam invites fans to raise a glass to that sense of continuity and camaraderie.

6. Hope: “Next Year Will Be Different”

As the offseason begins and the team prepares for the next season, the cycle starts again. In this phase, fans begin to rekindle their hope. The draft is on the horizon, new free agent signings are being discussed, and the potential for improvement is once again palpable.

For the Detroit Lions, this is a stage that comes with cautious optimism. Each season begins with renewed hopes that maybe this year will be the one where the team finally breaks through. The draft picks and free-agent moves seem promising, and the hope that the team can finally turn the corner is reignited.

Jim Beam, as always, is there to remind fans that it’s not just about the final score—it’s about the ride. Whether it’s a victory or defeat, it’s the experience of being a fan, of sticking with the team through thick and thin. With a glass of bourbon in hand, fans can once again look to the future with anticipation and excitement.

7. Renewed Spirit: “Let’s Get Ready for the Season”

By the time the new season rolls around, the cycle starts anew. Fans have processed their disappointments, reflected on the past, and are now ready to dive back into the experience of supporting their team. The renewed spirit is evident—fans are ready to put the past behind them and embrace the new season, hopeful that this time, things will be different.

Jim Beam encourages fans to celebrate this renewed sense of purpose. The brand promotes the idea that no matter how many defeats fans endure, it’s the passion and loyalty that make the journey worth it. As the NFL season begins anew, Jim Beam reminds fans to raise a glass to the joys and struggles of being part of a sports community.