Jason Kelce's Garage Beer Launches "Brewmite" Campaign
Former NFL center Jason Kelce, co-owner of Garage Beer, has launched a humorous, martial arts-inspired marketing campaign called "Brewmite." The campaign pays tribute to classic martial arts films of the 80s and 90s.
"Brewmite" features a secret competition and an underdog storyline, with content rolling out throughout April. This includes teasers, trailers, full-length features, and behind-the-scenes looks.
Building Community Through Engaging Content
Similar to other celebrity-driven brands, Garage Beer is focusing on community building through social media and special offers. The "Brewmite" content is available on the Garage Beer website, Instagram, and X (formerly Twitter). Merchandise like stickers and embroidered jackets is also available.
The campaign, conceptualized by Kelce, who serves as the brand's part-time creative director, follows his journey as he trains for an ancient competition to win a coveted can of Garage Beer. His trainer is played by former Eagles teammate Beau Allen.
Filmed at the Florida Budokan under the guidance of Shihan Sabastian Velilla, "Brewmite" incorporates authentic martial arts elements. The second installment will even incorporate audience input, with one lucky fan winning a cameo and training opportunity.
"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," Kelce said.
While Garage Beer is a smaller brand compared to giants like Coors Light, it's leveraging its connection to the Kelce brothers to gain traction. Already the fastest-growing beer in the U.S., Garage Beer is expanding its footprint beyond the Midwest.
While the campaign centers around martial arts, not football, Travis Kelce, Jason's brother and Kansas City Chiefs tight end, may appear in the second installment as Jason's "ultimate opponent."
