Garage Beer taps film, football star for bottle debut

Garage Beer has introduced its products in bottles as part of a marketing rollout that also includes a short film campaign starring co-owner Jason Kelce. The move brings its Classic Light and Garage Beer Lime variants into a bottled format described by the brand as part of its broader focus on traditional beer consumption occasions.

The bottled products are positioned alongside the company’s existing offering and are being introduced ahead of the summer season across retail locations where the brand is available.

Bottled format positioned as brand milestone

The company describes the introduction of bottles as a significant step in its product presentation strategy, aligning the format with established beer-serving conventions. The packaging design focuses on a compact glass bottle intended for on-premise and retail consumption.

Andy Sauer, chief executive officer, Garage Beer: "Garage Beer in bottles is the natural next step for us. As a super premium product, it's important to both us and our drinkers that we have bottles. We've been looking forward to bringing these to market, and the timing couldn't be better with summer right around the corner. At Garage, we pride ourselves on making light beer the way it used to be made. And now, we've got an option for people who want to enjoy beer the traditional way — out of an ice-cold bottle."

Film campaign supports product rollout

Alongside the bottled format, Garage Beer has produced a short film titled The Last True Cold One as part of its campaign strategy. The project continues the brand’s use of narrative-driven advertising tied to product releases.

The film features Jason Kelce in a fictional storyline set in a Western-style environment, alongside appearances from Beau Allen and Kylie Kelce, and was filmed at the Mescal Movie Set in Arizona. It follows a fictional narrative centred on the pursuit of ice-cold beer.

Storytelling approach extends brand platform

The campaign builds on previous Garage Beer film projects and continues its use of entertainment-led marketing to support product launches. The production was directed by Jordan Phoenix and incorporates recurring characters associated with the brand’s advertising series.

Corey Smale, chief creative officer, Garage Beer: "With Kelce we've always used these films as a way to do something bigger than a traditional ad, but this is the first time we're tying one directly to a new product. So we treated it like a real moment. Bottles are a huge step for us, and instead of explaining that in a normal way, we made a Western about it."

Distribution and product availability

Garage Beer’s bottled range will be available through existing retail and hospitality channels, featuring the same formulation as its canned products with identical nutritional positioning. The company states the rollout is intended to broaden consumption occasions for the brand.

www.drinkgaragebeer.com

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