- Garage Beer officially launches bottles, its first-ever glass packaging, offering Classic Light and Lime varieties with the same 4% ABV, 95 calories, and 3g carb formula.
- Jason and Kylie Kelce front a full Western short film titled The Last True Cold One, shot at the iconic Mescal Movie Set (Tombstone, The Quick and the Dead) and directed by Jordan Phoenix, Garage Beer's third branded feature film.
- Kylie Kelce makes her Garage Beer on-screen debut as the town sheriff, while Jason plays the hero on a quest for an ice-cold bottle, the brand's biggest and most cinematic campaign to date.
- This is an owner-driven campaign. Jason and Travis Kelce have been co-owners and operators of Garage Beer since June 2024, with the brand now valued at approximately $200 million.
America’s fastest-growing light beer, Garage Beer, has launched its first-ever bottles, and to mark the moment, the brand released a full Western short film, The Last True Cold One, starring co-owners Jason Kelce and, for the first time, his wife Kylie Kelce.
Directed by Jordan Phoenix, the film was shot at the legendary Mescal Movie Set in Arizona. The location is the same dusty backdrop used in Tombstone and The Quick and the Dead. The film casts Jason as a wandering hero chasing an ice-cold Garage Beer bottle, guided only by a compass that points to cold beer. Kylie plays the town sheriff, stepping into the Garage Beer universe for the first time.
As documented in Garage Beer’s earlier Garage Labs series featuring Jason Kelce, the brand has consistently leaned into cinematic storytelling over traditional advertising. The Last True Cold One is its third feature, following the martial arts-themed BREWMITE and its sequel THERMAL BUZZ.
Beyond Garage Beer, Jason remains one of the most commercially active retired NFL players in the country, with ongoing partnerships with Old Spice, Campbell’s Soup, and Buffalo Wild Wings, plus a reported nine-figure podcast deal with Amazon’s Wondery for New Heights with Jason & Travis Kelce.
His brother Travis Kelce, also a Garage Beer co-owner, recently signed on as a global brand ambassador for Tommy Hilfiger.
Garage Beer’s celebrity marketing roster extends beyond the Kelces. The brand has previously partnered with golf media personality Paige Spiranac and TV personality Richard Rawlings of Gas Monkey Garage, as well as ESPN analyst Jay Bilas, who recently starred in a Garage Beer legal parody campaign.
CEO Andy Sauer described Garage Beer’s move into bottles as a natural next step, noting that as a super premium product “it’s important…that we have bottles,” aligning the packaging with the brand’s growing ambitions in the light beer category.
Takeaways
Garage Beer isn’t just selling beer, it’s building a content franchise. Every product launch now comes with a film. Bottles aren’t a packaging update; they’re a cultural moment.
And pulling Kylie into the story is smart. She has a growing solo media presence and adds a fresh face to a brand already saturated with Jason’s image.
The Kelces are also proving that co-ownership beats simple endorsements. Jason doesn’t just appear in ads, he shapes the creative. That’s a different kind of athlete-brand relationship, and the results show it: from zero national presence in 2023 to a $200 million valuation in under two years.
Does Kylie Kelce joining the campaign signal she’s about to become a regular face of Garage Beer or was this a one-off? With three feature films now under its belt, is Garage Beer quietly becoming a content studio that also makes beer?
