Why? Because they eat the honey that should be reserved for humans -- or so the infamous "attorney" is arguing on behalf of the whiskey brand.
On BuzzFeed, sponsored content already posted includes "12 reasons Why Bears Are the Absolute Worst," 10 Reasons Why Honey Is the Greatest Ingredient Ever," and "11 Things You Should Know Right Now About Honey Bees."
The humorous campaign is tied to a cause: For every tweet using the hashtag #suethebears, Jim Beam Honey will donate $100 to the Pollinator Partnership (up to $25,000).
The funding will help the nonprofit research the "Colony Collapse Disorder" threatening bees and the agriculture that depends on their pollination.