Parlor Social member Ric'key Pageot appears in Super Bowl LIII Jim Beam commercial

The year is 1933; the 18th Amendment has just passed, and a one-time speakeasy is serving up drinks to a riotous group. However, not everybody is celebrating the fall of prohibition with rowdy crowds, busy bartenders and blaring brass instruments. Bourbon pioneer Jim Beam, for instance, is adamant that the first glass he raised would contain his own drink. He stands on a patch of barren farmland, staring at a dilapidated barn that once supported his family's business, but that has fallen into disrepair after years of inactivity. During this Super Bowl LIII spot, Beam's eponymous whiskey brand recreates the critical 120 days that brought together a man with a vision and a community of friends to erect a new distillery on that little rural plot and resurrect a company that's still serving up drinks more than 80 years later. The names of those who lent a helping hand might not be on the bottle, but Jim Beam asserts that, "It's because of them we can raise this bourbon today."