Garage Beer lands major investment from Durational Capital to fuel nationwide growth
September 4, 2025Keith Gribbins
Garage Beer, the fast-rising light lager brand co-owned by Jason and Travis Kelce and CEO Andy Sauer, has secured a strategic growth investment from New York–based Durational Capital Management. The deal will accelerate Garage Beer’s nationwide rollout and significantly expand its marketing and sales resources. Durational becomes a large shareholder, joining the Kelce brothers and Sauer, who remain operators and significant owners. Industry veterans Bill Hackett (former Constellation Brands beer division president), Rich Pascucci (former Pabst Blue Ribbon chief growth officer), and Rhodes McKee (MavenHill Capital) will join Garage Beer’s board. From the press release:
“Garage Beer is disrupting the premium light beer category by delivering a straightforward, high-quality product that connects with today’s consumers,” said Eric Sobotka, Managing Partner of Durational, and Patrick Khayat, Partner at Durational. “Their rapid growth is a testament to the strength of their brand, their loyal following and the expertise of their leadership. We’re excited to help fuel their next phase of expansion and delighted to welcome Bill and Rich to the Board, where their industry knowledge will help deepen Garage Beer’s partnerships around the country.”
A simple beer with huge growth
Garage Beer only makes one product: a 4% ABV light lager with 95 calories and 3 grams of carbs. Drinkers can choose Classic or Lime. This simplicity, combined with strong distribution moves, has fueled rapid growth. In the past year, Garage Beer reported more than 400% volume growth. It has become a top-selling craft light beer across the Midwest and expanded into dozens of new states.
The Kelce effect
Garage Beer first gained attention as a local brand in Ohio and Kentucky, originally developed by Braxton Brewing Co. In 2023, it spun off as a standalone business, Garage Beer Co., headquartered in Columbus, Ohio. The turning point came in 2024, when NFL stars Jason and Travis Kelce became co-owners and operators. Their star power gave the beer national visibility. The brothers have since appeared in retail campaigns, online videos, and creative promotions that turned a simple light lager into a cultural talking point.
Marketing with martial arts and mayhem
Garage Beer’s marketing strategy leans on humor, nostalgia, and shareable content. The BREWMITE mini-movie series features Jason Kelce training in a kung fu dojo, battling for a golden can of Garage Beer. BREWMITE II, released this summer, added Travis Kelce and UFC legend Chuck Liddell to the cast. Watch that teaser above. Other campaigns include:
- The BeerBed: A queen-sized bed with a kegerator built into the headboard.
- O Beer: A Christmas carol parody, with Jason Kelce singing holiday cheer (and hops).
- Car Wash: A suds-and-lager spoof full of slow motion and ZZ Top swagger.
- Retro White Castle collab: Fridge giveaways, frozen sliders, and cold lagers.
- Garage Beer sunscreen: Because summer beer deserves SPF.
This mix of comedy and polish has helped Garage Beer break through crowded shelves. From the press release:
“A lot of our best memories, celebrations and conversations have come with a beer by our side,” said Travis and Jason Kelce, Garage Beer shareholders and operators. “We invested in Garage Beer because it represents us, our values and what we love about beer. It prides itself on being a quality product made with quality ingredients without taking itself too seriously. We’re proud of the community we’ve built and proud of the magic that has come from some pretty crazy ideas.”
What the Brewers Association might say
With Durational’s entry as a large shareholder, Garage Beer’s craft status could be at risk. The Brewers Association defines an American craft brewer as small, independent, and traditional. If more than 25% of ownership sits outside the craft or independent space, a brand may no longer qualify. Durational is a private equity firm, not a craft brewery. Depending on ownership percentages, Garage Beer might soon lose its “craft” designation — even as it remains one of the fastest-growing brands in the country.
Why this matters for brewers
Garage Beer shows the power of simplicity and story-driven marketing. One beer, two flavors, and a steady stream of entertaining campaigns have built a loyal following. The Kelce connection amplifies that effect. For craft brewers, the lesson is clear: focus on brand voice and consistency. But Garage Beer also highlights the tension between growth capital and craft status. As private equity moves deeper into beer, more brands may face the same tradeoff.
Looking ahead
Garage Beer plans to use the new capital to expand its sales force, deepen distributor partnerships, and increase national visibility. With seasoned beer executives joining its board, the brand is positioning itself not just as a regional player but as a nationwide competitor in the premium light lager space. Whether or not it stays in the Brewers Association’s craft ranks, Garage Beer’s next chapter is about scaling up. And thanks to star power, simple beer, and now private equity, the brand looks ready for a big league push.
“Our vision is simple: to make a domestic light beer that resonates with everyone,” said Andy Sauer, Garage Beer CEO. “Over the past year, we have increased our volume over +400%, expanded nationally, and became the fastest growing and one of the most exciting beer brands in the U.S. Durational’s partnership is a strong endorsement of what we have achieved to date and our ambitions for the future. This investment gives us the resources to accelerate our growth and introduce Garage Beer to even more communities and consumers nationwide.”
