The world of American sports is rife with sibling rivalries, but few resonate as strongly as that of the Kelce brothers—Travis and Jason. As fans gear up for another riveting Monday Night Football matchup, the Kelce brothers are preparing to showcase not just their respective teams, but also their entrepreneurial spirit. This time, they have embarked on an exciting journey that transcends the football field: the launch of Garage Beer, a light beer brand that they have vested significant ownership and passion in.
Travis Kelce, tight end for the Kansas City Chiefs, and Jason Kelce, center for the Philadelphia Eagles, have long been known for their on-field achievements, but now they are testing their mettle in the business world. “It was just an opportunity to be part of a brand that I really enjoy,” Travis mentioned, illuminating the personal connection they have to the product. This emotional investment adds an extra layer of authenticity to their venture, a factor that resonates with consumers who seek more than just another beverage.
Garage Beer isn’t merely another light beer option on the market; it aims to redefine the category with a unique approach. CEO Andy Sauer, who has a rich background in the beverage industry, has committed to applying the meticulous craftsmanship typically associated with craft beers to lighter versions. The brothers seem to appreciate this focus on quality, as they aim to offer flavors that are both refreshing and satisfying without compromising the values they stand for.
One of the most compelling aspects of the Kelce brothers’ partnership with Garage Beer is its connection to Ohio. Growing up in Cleveland and later participating in collegiate life at the University of Cincinnati, the brothers have deep ties to the Buckeye state. “It’s an Ohio brand,” Travis expressed, emphasizing their commitment to giving back to their roots. This local angle not only elevates the brand but also enriches its storytelling—something that resonates with many potential consumers who have similar regional pride.
Interestingly enough, another notable investor, A.J. Hawk, also shares this Ohio connection, having made a name for himself at Ohio State University. This synergy among the individuals involved emphasizes the importance of community and collaboration, elements that add value to the Garage Beer experience.
Part of what sets Garage Beer apart in a crowded space is the brewing process itself. While many light beers are often criticized for lacking flavor and body, Garage Beer seeks to flip that narrative. Sauer noted that the company uses a higher percentage of grain in its recipes, resulting in a beverage that is both flavorful and lower in calories—registering at just 95 calories per serving. “There’s a lot more body, a lot more flavor,” he claimed, indicating that this is not just another light beer that consumers will forget. Rather, it’s crafted with intention.
Both Travis and Jason explored the brewing process, showcasing their curiosity and eagerness to be involved beyond just investment. This hands-on approach speaks volumes, emphasizing that they aren’t mere figureheads; they are genuinely invested in the brand, which, in turn, builds consumer trust.
With their combined popularity from the NFL and the success of their podcast, “New Heights,” the Kelces bring a wealth of visibility to Garage Beer. Their engaging personalities and relatable endeavors have already translated into compelling marketing moments. A singular highlight was Jason wearing a Garage Beer work shirt at a charity car event featuring Travis, which further fueled interest and conversation around the product.
A particularly viral moment came from a shirtless car wash video involving Jason that amassed over 3.4 million views on X (formerly Twitter). Such antics not only promote the brand but also showcase the fun, casual experience associated with enjoying a beer with friends or family—a core theme that the Garage Beer brand aims to embody.
Since the Kelce brothers’ official partnership began in June 2024, Garage Beer has experienced exponential growth. Already the best-selling craft light beer in Ohio, Kentucky, and Indiana, distribution has expanded from 12 states to a whopping 30, with ambitions to reach all 50 states by January. “It’s largely been driven off the support they lent to the brand,” Sauer noted, emphasizing the brothers’ critical role in Garage Beer’s skyrocketing success.
As the market continues to evolve and consumers gravitate toward quality over quantity, the Kelce brothers are well-positioned to entertain and engage a new generation of beer enthusiasts. Whether they’re on the field or in their newfound entrepreneurial venture, the Kelce brothers exemplify the innovative spirit of their generation. Garage Beer is more than just a drink; it’s a tribute to camaraderie, nostalgia, and the powerful connections built within communities, all while elevating the craft of brewing light beer.