The Unexpected Owners Of Garage Beer: How The Kelce Brothers Became Craft Brew Tycoons

As of late 2025, the ownership of Garage Beer is significantly tied to two of the biggest names in the National Football League: Jason Kelce and Travis Kelce. The superstar brothers, known for their on-field dominance and their wildly popular "New Heights" podcast, became co-owners and operators of the Garage Beer Company in 2024, marking a major turning point in the brand's history. This high-profile investment has propelled the Ohio-born light lager from a regional favorite to a national contender, with ambitious goals to become a top-10 beer brand by the end of 2025. This acquisition is more than a celebrity endorsement; the Kelce brothers are actively involved in the company's marketing, strategy, and operations, leveraging their massive cultural influence to expand the brand's reach across dozens of states. The story of Garage Beer is one of swift evolution, moving from a small craft brand to a major player backed by significant capital and some of the most recognizable faces in sports.

The Kelce Brothers’ Ownership Stake and Company Profile

The most dramatic shift in Garage Beer’s trajectory occurred in 2024 when Jason Kelce and Travis Kelce officially joined the ownership group. This move was not just a financial investment; it was an operational partnership that instantly provided the brand with unprecedented national visibility and marketing power. The brothers are now co-owners and operators, working alongside the existing management team, which includes Andy Sauer, who had previously acquired the brand. Their involvement has given the company a clear, fun-loving identity that resonates with their personal brands and connects directly with a broad consumer base.

Key Entities and Figures in Garage Beer's Modern Ownership

The current structure of the Garage Beer Company involves a dynamic mix of celebrity influence, private equity backing, and experienced beverage industry leadership. * Jason Kelce: Co-owner and Operator. The recently retired Philadelphia Eagles center and future Hall of Famer brings a reputation for authenticity and a strong connection to the working-class consumer. * Travis Kelce: Co-owner and Operator. The Kansas City Chiefs tight end and global cultural icon provides unparalleled media exposure and brand recognition. * Andy Sauer: The executive who acquired the brand in 2023 and is a key figure in the current leadership structure. * Durational Capital Management: A major financial investor whose backing provides the necessary capital for national expansion and marketing campaigns. * The Garage Beer Company: The official entity, based in Columbus, Ohio, that manages the brand's production and distribution. This powerful combination of star power and financial muscle is the engine driving the brand's ambitious goal to become a top-10 beer in the United States by the close of 2025.

From Ohio Craft Beer to National Light Lager

The journey of Garage Beer is a fascinating case study in brand transformation, beginning far from the bright lights of the NFL. The brand's origins trace back to the Cincinnati area, rooted in the craft beer scene.

The Early History and Initial Founders

Garage Beer was first introduced to the market in 2018. It was initially a brand under the umbrella of Braxton Brewing Company, located in Covington, Kentucky. This early phase established Garage Beer as a regional favorite, known for its commitment to being a high-quality, easy-drinking light beer—a "light lager" that stood out in the craft market. The first significant ownership change occurred in the early 2020s. In 2021 (with some sources citing 2023 for the full transition), Andy Sauer and a team of investors acquired the brand from Braxton Brewing Co., spinning it off into its own independent entity, the Garage Beer Company. This move positioned the brand for greater expansion, setting the stage for the massive investment that would follow.

The Impact of the Kelce Investment and Future Strategy

The moment Jason and Travis Kelce announced their ownership stake in 2024, the business landscape for Garage Beer changed overnight. The infusion of their personal brand equity has generated substantial "earned media," providing publicity that money simply cannot buy.

Strategic Expansion and Marketing Focus

The Kelce brothers' philosophy is centered on the idea that "beer should be fun," a message they actively promote through media appearances and their podcast. This authenticity has been key to their expansion strategy, which focuses on: 1. National Distribution: Rapidly expanding the product's availability across dozens of states to meet the surging demand driven by their celebrity. 2. Cultural Integration: The brand is actively associating itself with sports and entertainment. A prime example is the 2024 announcement that Garage Beer, now Kelce-owned, acquired a 1% ownership stake in The Arena League football team, the St. Joseph Goats. This move further embeds the brand into the sports community and generates buzz. 3. Product Simplicity: Maintaining the focus on the core product—a simple, high-quality light lager—which appeals to a wide demographic, from craft beer enthusiasts to casual drinkers. The involvement of the Kelce brothers, combined with the financial backing of investors like Durational Capital, has transformed Garage Beer from a niche regional brand into a major national competitor. The strategy is clear: leverage star power, secure robust funding, and focus on a simple, popular product to achieve their goal of becoming one of the top-selling beer brands in the US by 2025. Their success hinges on converting their immense cultural popularity into sustained consumer loyalty for their light lager.