Garage Beer leans into absurdity, nostalgia, and the Kelce effect in its latest video series
Jason Kelce has entered the dojo. In BREWMITE, a new retro-style marketing video from Garage Beer, the former NFL center ditches his cleats for a gi and begins his transformation into a beer-fueled martial arts master. The plot? Totally-over-the-top, tourney-style kung fu championship for a can of golden beer. The vibe? Great production but with a feel like it’s straight off a late-night cable movie marathon. Think Bloodsport meets Beerfest. The outcome? A fun win for one of America’s fastest-growing light beer brands.
What is the BREWMITE?
In this first chapter of BREWMITE, Kelce is reluctantly trained by his former Eagles teammate Beau Allen, under the eye of a stoic sensei played by a real martial arts instructor. The training montage? Pure 1980s cheese. The dojo? A real Florida martial arts school. The stakes? A shiny golden can of Garage Beer. From the press release:
“We’re living in a time where beer drinkers are craving more than commercials — they want characters, they want stories, and they want to laugh,” said Kelce. “I grew up loving martial arts movies, so we brought that genre back with a Garage Beer twist. This thing is completely unhinged in the best way.”
BREWMITE will be rolled out like a cult-classic movie event. Expect teasers, trailers, full-length content, and behind-the-scenes videos throughout April. The merch drop is just as nostalgic: holographic stickers, embroidered jackets, posters, and even a limited-edition VHS release. One lucky fan will even win a cameo in part two — with real martial arts training included. Kelce plays the hero role like a natural. He’s funny. He’s all in. And this isn’t his first rodeo with Garage Beer content.
Kelce + Garage = content gold
This is just the latest video in what’s becoming a standout partnership between Kelce and Garage Beer. Last December, he sang the new holiday classic “O Beer.” We recently enjoyed the promotional video called “Car Wash,” which spoofed sexy soap-and-suds ads, except with Garage Beer and ZZ Top. The content hits because it doesn’t take itself too seriously. Garage Beer is light beer, after all. It’s fun. It’s cold. It’s made for front porches and neighborhood hangs. These videos mirror that vibe — simple, entertaining, and just a bit unhinged.
The Kelce brothers are all-in
Jason and Travis Kelce became co-owners and operators of Garage Beer in mid-2024. The deal marked their first joint business venture. Since then, they’ve been featured in promos, retail displays, and social content — and now, action flick spoofs. The brand itself was spun off from Braxton Brewing Co. into a standalone company, Garage Beer Co., with headquarters in Columbus, Ohio. It’s grown fast. In 2023, Garage Beer posted 252% year-over-year growth and became the top-selling craft light beer in Ohio, Kentucky, and Indiana. It’s now available in all 50 states. The Kelces bring star power, but they also fit the brand’s image: casual, confident, and community-driven.
Enter Kevin George, the brand whisperer
Behind all the laughs and low kicks is serious marketing muscle. Last year, Garage Beer brought on Kevin George as its chief marketing officer. He previously held leadership roles at Beam Suntory, Unilever, and New Belgium Brewing. George had already been working as a strategic advisor to CEO Andy Sauer before joining full time. Since then, Garage Beer’s campaigns have leaned harder into storytelling, character-driven content, and brand world-building — the kind that grabs attention and stays memorable. The Kelce-fueled videos are a clear result of this creative vision: beer ads that double as entertainment. From the press release:
“I love everything about the Garage Beer brand and where it is going,” said CMO Kevin George. “The distinctiveness of the brand, the simplicity of the offering and the tone of voice that Andy and the team have developed has really struck a chord with drinkers looking to have a quality craft light beer with friends and family. The recent addition of the powerhouse team of Jason and Travis Kelce as perfect partners to the brand will make the ride that much more fun. I am excited to get to work.”
More than a gimmick
Garage Beer’s recent success isn’t just a viral moment. It’s the result of focused product simplicity — one light beer, two flavors — and a marketing strategy that’s willing to get weird. Whether you’re in it for the beer or the black belt showdown, this is indie craft marketing at its most playful. And yes, we’re already waiting for part two.
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