Kelce's Beer Choice: What's His Favorite Brew?

In 2024, Travis and Jason Kelce became significant owners and operators of Garage Beer, a small-batch brewing company out of Columbus, Ohio. The brothers, both NFL players, have become well-known for their love of beer, with Jason describing himself as a light beer drinker. This was evident when Jason was filmed celebrating a Kansas City Chiefs game shirtless, drinking beer, and drawing attention to the brand of beer he was consuming. The beer in question was speculated to be either Bud Light or Labatt Blue Light.

Kelce brothers' beer of choice

The Kelce brothers, Jason and Travis, are no strangers to beer. In June 2024, the duo became "significant owners and operators" of Garage Beer, a small-batch brewing company from Columbus, Ohio. The brothers, born and raised in Cleveland, Ohio, have strong ties to the state and have always sought ways to give back to their communities.

Garage Beer, launched in 2023, has quickly become one of the fastest-growing beer brands in the U.S. The brand currently offers two beers: a Classic light lager and a Lime-flavored beer. Both varieties have 95 calories, three grams of carbs, and a 4% ABV. The beer is marketed as a "beer-flavoured beer" or, as Jason describes it, "the tight end of beers."

The Kelce brothers' interest in beer may not come as a surprise to many, as they have been open about their enjoyment of alcoholic beverages. Travis once gave a hilarious drunken rendition of "Friends in Low Places" at the Kansas City Chiefs Super Bowl parade, while Jason was seen celebrating a Chiefs victory shirtless and chugging beers. Additionally, the brothers hosted a beer-fuelled "New Heights" Beer Bowl charity event benefiting the Eagles Autism Foundation.

While active NFL players are not allowed to promote alcohol, there is no rule against investing in the business. The recently retired Jason is expected to take on most of the Garage Beer promotions, with Travis supporting behind the scenes.

Before their investment in Garage Beer, the Kelce brothers were spotted drinking various beers. During a Kansas City Chiefs playoff game against the Buffalo Bills in January 2024, Jason was seen drinking Bud Light and Labatt Blue Light. Additionally, during a podcast announcement, Jason mentioned drinking Great Lakes Brewing beer, a Cleveland-based brewery.

Travis Kelce's beer investment

In June 2024, Travis Kelce, the NFL superstar tight end for the Kansas City Chiefs, and his brother, recently retired Philadelphia Eagles centre Jason Kelce, announced their first joint investment in a business together. The Kelce brothers became "significant owners and operators" of Garage Beer, an independent light beer company.

The brothers are the largest investors in the company, which was founded in Cincinnati, where they played college football before their NFL careers. With their Ohio roots and connections to their NFL communities, the Kelces plan to expand the brand's exposure. Travis, who is dating pop star Taylor Swift, could also help the beer appeal to a wider demographic.

Garage Beer was first launched in 2023 by Braxton Brewing Co. in Covington, Ohio, and later became its own company in Columbus, Ohio. The Kelces officially came on board in June 2024, and since then, sales of Garage Beer have increased. It is now distributed in 30 states and is expected to be in all 50 by January.

The Kelces chose to invest in Garage Beer because they like the product. Travis said, "It comes down to quality for me...There is nothing better to bring people together than an ice-cold beer, and for Jason and me that is what beer is all about—friends, family and fun." Jason added, "People crave quality and simplicity, and Garage Beer nails both for me...For me, the brand fits my lifestyle, and having a few beers is a great excuse to get the neighbours together."

Garage Beer currently sells two types of beer: Classic and Lime. Each contains 4% alcohol by volume (ABV), 95 calories, and three grams of carbohydrates. The beer is marketed as a "beer-flavoured beer" or "the tight end of beers," as Jason described it.

The Kelces' investment in Garage Beer is their first joint business venture, aside from their successful "New Heights" podcast. The brothers have found success in their respective football careers, with Travis winning three Super Bowls and Jason holding a Super Bowl championship as well. Now, they are taking a leap of faith together off the field with their investment in the beer company.

Jason Kelce's beer celebration

Jason Kelce, the former NFL star and current ESPN analyst, celebrated his brother Travis Kelce's team, the Kansas City Chiefs, during their playoff game against the Buffalo Bills in January 2024. The celebration, which included drinking beer and going shirtless, drew mixed reactions from fans. While some criticised his behaviour as a "disgusting endorsement of alcoholism", others cheered him on, calling him "the real hero".

The beer that Jason Kelce was drinking during the game was speculated to be either Bud Light or Labatt Blue Light, as both beers were seen in videos that went viral. The blue cans with white lettering of Bud Light were visible in one clip, while another beer in Kelce's hand was identified as Blue Light by a commenter. The celebrations were warranted, as the Kansas City Chiefs clinched a victory against the Buffalo Bills with a score of 27-24.

Jason Kelce's love for beer is well-known, and he and his brother Travis have even invested in a beer company called Garage Beer, becoming "significant owners and operators". Garage Beer is a small-batch brewing company based in Columbus, Ohio, that sells two beers: a Classic Light Lager and a Lime-flavoured beer. Both beers have 95 calories, 3 grams of carbs, and a 4% ABV. The Kelce brothers' involvement with Garage Beer includes brewing, distribution, sales, marketing, and national expansion efforts.

In addition to their investment in Garage Beer, the Kelce brothers have also hosted a beer-fuelled charity event called the "New Heights" Beer Bowl, benefiting the Eagles Autism Foundation. The brothers' love for beer is evident, with Travis stating, "We like beer," and Jason responding, "We love beer that tastes like beer." Their involvement in the alcohol industry is a natural fit, given their ties to Ohio and their interest in giving back to their communities.

Garage Beer's marketing strategy

The Kelce brothers, as the new majority owners, bring their celebrity power and love of beer to the brand. Their involvement adds a level of fun and a neighbourhood feel to the brand, which aligns with their own image as football stars who enjoy a good time. The brothers will be involved in all aspects of the business, including marketing, and their popularity will no doubt help to boost the brand's awareness and sales.

The company's marketing strategy also includes retail displays, social media content, billboards, and other promotional activities. They plan to expand their distribution and are already sold in over a dozen states, with plans to enter dozens more. The involvement of marketing expert Andrew Sauer, who is a partner in the business, has also been instrumental in the brand's success and rapid growth.

Garage Beer's marketing targets people who are looking for a classic, simple beer without a lot of extra flavours or frills. It appeals to those who want a light and smooth drink that can be enjoyed all day and is a great excuse to get together with friends and family. The brand's image is tied to this sense of community and nostalgia, bringing people together and creating lasting memories, as summed up by Sauer:

> "The garage is a symbol for building stronger communities one beer at a time, and I think we can all use more time with friends, family, and neighbors to talk, smile, laugh, and enjoy that time together."

Kelce brothers' beer promotion

Kelce Brothers Beer Promotion

The Kelce brothers, Jason and Travis, are not just talented football players, but also savvy businessmen with a passion for beer. In June 2024, they became "significant owners and operators" of Garage Beer, a small-batch brewing company based in Columbus, Ohio. With their celebrity power and love for beer, the brothers are taking Garage Beer to new heights. Here are some ideas for a Kelce brothers beer promotion strategy:

Target Market

The Kelce brothers have strong ties to the state of Ohio, having grown up in Cleveland and played college football at the University of Cincinnati. Garage Beer is also headquartered in Ohio, so the initial target market should be the state itself and the surrounding regions. This includes states like Kentucky, Indiana, Pennsylvania, and West Virginia, where Garage Beer is already sold. The brand has plans to expand into dozens of new states, so the promotion strategy should focus on creating a strong presence in these target markets.

Brand Positioning

Garage Beer is all about simplicity, quality, and fun. It's a no-frills, light-bodied lager that "tastes like beer." The brand should be positioned as a straightforward, universal beer that brings people together. Jason Kelce describes it as "the tight end of beers," emphasizing its versatility and reliability. The promotion strategy should highlight this unique selling point of Garage Beer, positioning it as a beer that appeals to a wide range of consumers.

Leveraging Celebrity Endorsements

The Kelce brothers themselves are the biggest assets for promoting Garage Beer. While active players aren't allowed to promote alcohol, the recently retired Jason can take the lead on this front. He can be the face of Garage Beer, attending events, doing promotions, and leveraging his popularity to generate buzz around the brand. Travis, meanwhile, can provide behind-the-scenes support and make appearances where possible. Their popularity as NFL stars, podcast hosts, and media darlings will create a lot of exposure for the brand.

Social Media and Digital Marketing

Social media and digital content will play a crucial role in reaching a wider audience. The Kelce brothers should utilize their social media platforms to showcase Garage Beer, whether it's through casual posts or sponsored content. Creating engaging and interactive content, such as giveaways or online tasting events, can also generate buzz and encourage people to try Garage Beer. Additionally, partnering with social media influencers or other celebrities who align with the brand's values can expand the brand's reach and credibility.

Community Engagement

In line with the brand's positioning, the promotion strategy should emphasize community and neighborhood spirit. Garage Beer should be positioned as the beer that brings people together, whether it's at a barbecue, a game night, or a family gathering. The Kelce brothers can host or attend local events, sponsor neighborhood gatherings, and collaborate with local businesses to create a sense of community around the brand. This will help establish Garage Beer as a beloved local brand that understands its target market.

By combining the Kelce brothers' celebrity power, their love for beer, and a well-thought-out promotion strategy, Garage Beer is poised for success. The brand has a unique selling point in its simplicity and universal appeal, and the brothers' involvement will create a strong connection with consumers. Through targeted marketing, community engagement, and strategic use of endorsements, Garage Beer will become a household name, not just in Ohio but across the nation.

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