Clermont, KY – September 15, 2026 -- Jim Beam is rewarding fans every time an NFL kicker clangs a field goal off the goalpost, launching a season-long sweepstakes tied to the sound known as the "doink."

The "Hit the Beam" campaign debuts today ahead of the NFL season kickoff game, with a spot featuring comedian Ben Marshall coaching former NFL kicker Kai Forbath on how to intentionally miss and hit the upright instead of clearing it.