The $200 Million Secret: Who Really Owns Garage Beer After The Kelce Brothers' Massive Investment

The question of who owns Garage Beer has become one of the hottest topics in the beverage industry, especially following a massive investment by two of the biggest names in American sports. As of today, December 10, 2025, the light lager is co-owned and operated by a team of investors, most notably NFL superstars Jason Kelce and Travis Kelce, who took a significant ownership stake in the company in 2023. This strategic partnership has catapulted the Ohio-based brand from a regional favorite to a national sensation, with its valuation skyrocketing to an estimated US$200 million. The current ownership structure is a blend of entrepreneurial vision and celebrity star power, driving the brand's mission to be the definitive "beer for the people." The story is a fascinating timeline of spin-offs, strategic acquisitions, and the power of authentic brand partnership, moving far beyond its initial roots as a small-batch light beer.

The Full Ownership Timeline: From Ohio Craft Beer to Kelce Empire

The ownership history of The Garage Beer Company is a classic entrepreneurial tale of a successful brand being spun off and strategically grown by new investors. It did not start as its own standalone entity, but rather as a product line from a well-known regional brewery.

Phase 1: The Braxton Brewing Co. Origin (2018)

* Original Founder: Braxton Brewing Co. * Location: Covington, Kentucky (near Cincinnati). * Year Founded: 2018. * The Product: Garage Beer was first introduced as a light lager offering by Braxton Brewing Co., a popular craft brewery owned by brothers Evan and Jake Rouse. * The Name: The name "Garage Beer" pays homage to the brewery's origin story, which began with brewing in a garage.

Phase 2: The Andy Sauer Acquisition (2021)

* Key Acquirer: Andy Sauer and a team of investors. * Year of Acquisition: 2021. * The Transition: Recognizing the light lager's independent popularity and potential for mass-market appeal, Andy Sauer purchased the Garage Beer brand from Braxton Brewing Co. * Current Role: Sauer is the CEO and a key operator, responsible for scaling the brand beyond its regional footprint.

Phase 3: The Kelce Brothers Partnership (2023)

* Key Investors/Owners: Jason Kelce and Travis Kelce. * Year of Investment: 2023. * The Deal: The NFL stars acquired a significant, but undisclosed, ownership stake in The Garage Beer Company, becoming hands-on owners and operators. * The Impact: This investment is the single biggest factor in the brand's recent explosive growth and national recognition.

Jason and Travis Kelce: More Than Just Celebrity Endorsers

What makes the Kelce brothers' involvement so unique is that they are not merely celebrity endorsers or paid spokesmen; they are genuine owners and operators. Their role extends deep into the company’s operations, marketing, and overall brand identity.

Authentic Brand Alignment

The partnership was driven by a shared philosophy: a belief that beer should be fun, accessible, and unpretentious—a true "beer for the people." Jason and Travis Kelce, known for their down-to-earth personalities and connection with their fanbase through their New Heights podcast, embody the exact spirit of the light lager. Their involvement is a key pillar of the company's marketing strategy, ensuring the brand stays authentic and relatable.

Hands-On Operator Role

The brothers are involved in strategic decision-making, marketing campaigns, and expansion efforts. Their goal is to make Garage Beer the number one light beer in the nation. This commitment as "owners/operators" means they have a vested interest in the long-term success of the business, moving beyond the typical celebrity endorsement deal. The company is headquartered in Columbus, Ohio, aligning with the brothers' strong ties to the state.

The Explosive Growth and US$200 Million Valuation

The partnership with the Kelce brothers has resulted in a massive surge in the company's market presence and financial value. This growth is particularly notable because it bucks the overall trend of stagnation or decline in the craft beer segment.

Market Expansion and Sales Growth

Since the Kelce brothers joined the ownership team, Garage Beer has experienced phenomenal growth, with reports indicating a sales increase of over 500% in some regions. The brand has rapidly expanded its distribution footprint, moving into new states and becoming a significant player in the competitive light lager market. This aggressive expansion is a direct result of the capital and star power brought by the new ownership.

The US$200 Million Milestone

In a stunning development, the Ohio-based Garage Beer business that the Kelce brothers co-own is now reportedly valued at US$200 million. This valuation is a testament to the brand's successful re-positioning, the effectiveness of the celebrity-owner model, and the high demand for their simple, classic light beer.

Strategic Business Ventures

Further demonstrating their commitment to building a multifaceted brand, The Garage Beer Company has even branched out into sports ownership. In a recent move, Garage Beer became a part-owner of the St. Joseph Goats, a team in the Arena League. This unique investment strategy links the beverage brand directly to the sports world, creating new marketing and promotional opportunities.

Key Entities and LSI Keywords Driving the Garage Beer Brand

The success of Garage Beer is driven by a network of key players and a clear focus on a specific product segment. Understanding these entities is crucial to grasping the full scope of the company's operations. * Founding Brewery: Braxton Brewing Company (Covington, KY) * Current CEO & Operator: Andy Sauer * Significant Owners & Operators: Jason Kelce (Philadelphia Eagles legend) and Travis Kelce (Kansas City Chiefs star) * Product Category: Light Lager (Classic Light Beer) * Core Audience: The "Beer for the People" demographic, focusing on authenticity and everyday consumption. * Valuation: US$200 Million * Key Marketing Channel: The New Heights Podcast * Geographic Focus: Ohio (Columbus headquarters), with national expansion. * Recent Ventures: Part-owner of the St. Joseph Goats (Arena League) The story of who owns Garage Beer is a dynamic example of how a strategic acquisition, combined with the right celebrity partnership, can transform a regional product into a national powerhouse. With Jason and Travis Kelce at the helm, alongside the experienced leadership of Andy Sauer, the light lager is poised for continued dominance in the beverage industry.