Jason Kelce's Garage Beer Launches "Brewmite" Marketing Campaign

Jason Kelce's Garage Beer Unleashes "Brewmite" Marketing Campaign

Garage Beer, the light beer co-owned by former NFL center Jason Kelce, has launched a humorous martial arts-inspired content marketing campaign called "Brewmite." This campaign pays homage to classic martial arts films of the 80s and 90s, featuring a secret competition and an underdog narrative. Campaign content, including teasers, trailers, full-length features, and behind-the-scenes footage, will be released throughout April.

Building Community Through Engaging Content

Similar to other celebrity-driven brands, Garage Beer is focusing on building community as it raises brand awareness. The campaign leverages social media and special offers to engage consumers. The martial arts content will be available on the Garage Beer website, as well as its Instagram and X (formerly Twitter) accounts. Merchandise, including stickers and embroidered jackets, is also available.

Brewmite: A Unique Blend of Martial Arts and Beer

While the light beer market has experienced significant shifts recently, with Bud Light losing its dominance and alternative brands vying for consumer attention, Garage Beer is leveraging its connection to the Kelce brothers to gain traction. As the fastest-growing beer in the U.S., Garage Beer continues to expand its footprint beyond the Midwest.

Despite being co-owned by NFL athletes, the "Brewmite" campaign centers around martial arts. The campaign, named after the competition at its core (a play on the karate practice "kumite"), was conceptualized by Jason Kelce, who serves as the brand's part-time creative director.

"Brewmite" follows Kelce as he trains for an ancient competition to win a coveted can of Garage Beer. He is trained by former Philadelphia Eagles teammate Beau Allen, who plays the adopted son of a martial arts instructor. Filmed at the Florida Budokan in Eustis, Florida, under the guidance of Shihan Sabastian Velilla, the series incorporates authentic martial arts practices.

To further engage consumers, the second installment of "Brewmite" will incorporate audience input. One lucky fan will even win a cameo and the opportunity to train with the dojo's chief master instructor.

“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.

The Kelce family has become popular in advertising, with brands like Buffalo Wild Wings and General Mills featuring the brothers. While Travis Kelce isn't in the first part of "Brewmite," press materials hint at his potential appearance in part two as Jason's "ultimate opponent."