Garage Beer has launched a new campaign featuring former NFL player Jason Kelce in a retro-style martial arts advert called Brewmite.
The short film shows Kelce in a garage-turned-dojo, throwing slow-motion punches and kicks while wearing a headband and training gear. The ad plays on 1980s action film clichés, with clear references to The Karate Kid. Its aim is to position Garage Beer as fun, light, and easy to drink.
Kelce, who retired earlier this year after 13 seasons with the Philadelphia Eagles, invested in the brand last year alongside his younger brother Travis. Travis Kelce plays for the Kansas City Chiefs and has gained wider public attention through his relationship with Taylor Swift.
The video was initially released to Garage Beer's Instagram.
https://www.youtube.com/watch?v=EX_AJAFNbIM
Kelce brothers are key backers
Garage Beer CEO Andy Sauer confirmed the brothers are the company’s biggest investors.
“They’re by far the largest investors,” Sauer told Forbes. “It was very important that the ownership they had be super meaningful and represent the amount of effort that they wanted to put in to building the business.”
Sauer, a former Jim Beam executive, wants to bring more detail and quality to light beer. He said Jason Kelce took a strong interest in the brewing process. Garage Beer uses a higher percentage of grain in its regular and lime-flavoured lagers compared to others in the category.
Building national appeal
The Kelces joined the business in 2023, the same year Garage Beer raised US$1.5 million to fund its expansion beyond Ohio and Kentucky.
Garage Beer first launched in Cincinnati in 2021. Braxton Brewing Company now owns the brand. Its flagship lager has 4% ABV and 95 calories per can. The beer is marketed as straightforward, sessionable, and made without additives.
The Brewmite advert debuted on 11 April across social media.
