Garage Beer
Garage Beer is a Columbus, Ohio-based American Light Lager brand distributed nationally via Walmart and event activations, anchored by celebrity ownership from Travis and Jason Kelce and targeting Millennials, Gen X, and sports-lifestyle consumers.
- Company typePrivate
- Founded2015
- HeadquartersColumbus, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Garage Beer does
Garage Beer is a U.S. light-lager brand operating under Jock Beer, LLC, headquartered at 1610 Oak Street, Columbus, Ohio. The company's core product is Garage Beer Classic, an American Light Lager at 4% ABV, 95 calories, and 3g of carbohydrates, sold alongside a lime variant and branded merchandise. The brand is positioned against the craft segment with a deliberately anti-elitist "Beer Flavored Beer" identity, anchored by celebrity ownership from NFL players Travis and Jason Kelce since November 2024 and a retro stubby-bottle aesthetic introduced in April 2026.
The business is a CPG beer company that distributes through mass and specialty retail — most notably Walmart — supplemented by an online merchandise store, a Find Beer Locator tool, event activations, and wholesale partnerships including Rufus Teague. Go-to-market is community- and influencer-led, with over 33,000 user-generated Instagram posts tied to football watch parties, college sports, golf, and lifestyle partnerships such as Malbon Golf, New Found Glory, and the Eagles Autism Foundation. The company is small in headcount (1–10 employees per firmographic data) but reported over 500% sales growth in the 12 months ending early April 2025 and added more than 100,000 barrels in 2025 — the largest volume gain of any U.S. craft brewer — debuting in the top 20 of the Brewers Association ranking.
In September 2025, Garage Beer closed its first institutional funding round from Durational Capital Management at a $200 million valuation to fund national expansion, and in early 2026 it added CFO Patrick Brang (ex-BeatBox Beverages) and CRO Andrew McGuire (ex-Molson Coors) to professionalize the executive team. The brand was named Ad Age 2025 Marketer of the Year.
Garage Beer firmographics
Firmographics- Name
- Garage Beer
- Legal name
- Jock Beer, LLC
- Website
- https://drinkgaragebeer.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Garage Beer is a Columbus, Ohio-based American Light Lager brand distributed nationally via Walmart and event activations, anchored by celebrity ownership from Travis and Jason Kelce and targeting Millennials, Gen X, and sports-lifestyle consumers.
- Ownership category
- akta.pro rank
Garage Beer industry classification
Industry- Product category
- Craft Beer
- NAICS
- Breweries (31212)
- SIC
- Malt Beverages (2082)
- akta.pro primary industry
- Microbreweries & Craft Breweries (THAFALAC)
Keywords
Where Garage Beer is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Garage Beer business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales
Revenue model
- Beer Sales: Garage Beer generates revenue through the sale of its light beer products in cans (and now bottles), distributed through retail locations and direct-to-consumer find-a-beer locator on the company website.
- Merchandise Sales: The company sells branded merchandise including hats, t-shirts, jerseys, coozies, and accessories through its online merch store at prices ranging from $20 to $75.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Classic Light Beer - 4% ABV, 95 calories, 3g carbs |
| Unit Pricing | Pay-as-you-go | Lime Light Beer - Beer-flavored beer with lime |
| Unit Pricing | Pay-as-you-go | Apparel items - hats, t-shirts, accessories |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Garage Beer product offering
Product offeringCore offering
Garage Beer is a U.S. craft light beer brand that produces and sells American Light Lager beverages under two variants: Garage Beer Classic (4% ABV, 95 calories, 3g carbs) and Garage Beer Lime (lime-flavored variant). The company also sells branded apparel and accessories through its online merchandise store. Products are distributed through major retail chains including Walmart, as well as event activations and the company's direct-to-consumer merch storefront.
Product overview
Garage Beer is a U.S. craft beer brand offering two light beer products: Garage Beer Classic (4% ABV, 95 calories) and Garage Beer Lime (lime-flavored variant). Both are positioned as 'Beer Flavored Beer' targeting millennials and Gen X for casual social occasions. The company also operates a merchandise line including apparel and accessories. The brand is backed by NFL players Travis and Jason Kelce and has achieved rapid growth with national expansion underway.
Differentiator
Problem solved
Functional benefit
Products and services
- Garage Beer Classic American light lager with 4% ABV, 95 calories, and 3g carbs. Positioned as 'Beer Flavored Beer' made for casual social settings like garages, driveways, and backyards. Crisp, refreshing, and easy-drinking light beer sold in cans and bottles.
- Garage Beer Lime American lime beer variant of Garage Beer Classic featuring a hit of lime for extra refreshment. Same light, crisp profile as the original (4% ABV, 95 calories, 3g carbs) with bright citrus flavor, marketed as 'tastes like summer.'
- Garage Beer Glass Bottles (Retro Stubby) Bottled versions of Garage Beer Classic and Lime featuring a custom retro stubby glass bottle design distinct from any existing design on the market, intended for retail settings alongside canned products.
- Garage Beer Merchandise Branded apparel and accessories including hats, graphic t-shirts, accessories, gold hockey jersey, golf guy apparel, stainless steel coozie, logo flag, and trucker hats. Prices range from $20 to $75. Sold through the company's online store at merch.drinkgaragebeer.com, including an American Needle collaboration apparel collection priced $27 to $40.
Quantifiable outcome
- Over 500% sales growth in 12 months ended early April 2025
- +2 more outcomes
Companies that use Garage Beer
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Garage Beer technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Garage Beer partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, minor and flagship.
- Utz BrandscorePartnership with Utz Cheese Balls for the 'million cheese ball challenge' at Beer Bowl event on June 24, featuring Philadelphia Eagles players, to raise money for the Eagles Autism Foundation.
- Museum of American SpeedminorPartnership for giveaway of a 1996 Ford Bronco as part of the American Summer campaign. The truck was restored in collaboration with Gennings Dunker.
- New Found GloryminorMusic collaboration releasing the official beer-drinking anthem 'Good to Go' on June 1 as part of the American Summer campaign.
- Eagles Autism FoundationminorCharitable beneficiary of Beer Bowl event proceeds. $100,000 raised from 250 gallons of beer consumed at the Beer Aquarium event featuring Jason Kelce.
- American NeedleminorHeritage headwear and apparel company (established 1918) launched Garage Beer Apparel collection featuring vintage-inspired hats, graphic t-shirts, and accessories. Items range from $27 to $40, combining century-long expertise with nostalgic, authentic apparel.
- Malbon GolfflagshipGarage Beer named official beer brand for Malbon Golf, debuting at the 2026 Masters in Augusta. Partnership includes activations at Malbon Home events, Bucket Cup events, Sip & Shop retail experiences, and exclusive merchandise line launching in 2027. Garage Beer planned pouring activations at Augusta with limited-edition cigars and co-branded merchandise.
- 20th Century StudiosminorCollaboration on promotion of 'Predator: Badlands' through short film 'Thermal Buzz' featuring Jason Kelce, filmed outside Orlando. Associated campaign promoted both the movie release and Garage Beer brand.
- Rufus TeagueminorCollaboration to develop two new barbecue sauces infused with Garage Beer. Sauces available at select retailers and online with national rollout planned for early 2026.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Garage Beer competitors and assessment
Company assessmentDirect peers
- Michelob Ultra: Anheuser-Busch InBev's flagship low-calorie American light lager (95 cal, 4.2% ABV) and the explicit share leader in the premium light beer segment Garage Beer targets. Most directly comparable on product positioning, calorie profile, and target occasion.
- Bud Light: The legacy American light lager benchmark from Anheuser-Busch InBev (110 cal, 4.2% ABV) competing for the same everyday-occasion, social drinker occasions and macro shelf space that Garage Beer is contesting with its retro-stubby bottle and can portfolio.
- Coors Light: Molson Coors' mainstream American light lager and one of the top three light beers nationally; directly comparable segment, calorie-driven positioning, and mass distribution scale that Garage Beer must compete with for shelf and cooler space.
- Corona Premier: Constellation Brands' low-calorie (90 cal) premium light lager extension of Corona targeting the same health-conscious-but-favor-flavor light beer drinker; highly comparable SKU profile, calorie target, and casual-occasion positioning.
- Modelo Especial: Constellation Brands' Mexican import pilsner-style light lager that has rapidly overtaken Bud Light as the #1 U.S. beer by volume; comparable light, crisp lager character and millennial/Gen X social-occasion targeting where Garage Beer is also gaining share.
- Natural Light: Anheuser-Busch InBev's value-tier American light lager (95 cal) popular with college and budget-conscious drinkers; directly comparable calorie profile and anti-premium, casual-occasion positioning that mirrors Garage Beer's 'Beer Flavored Beer' ethos.
- Lone River Beer Company: Texas-based craft brewery founded by country star Miranda Lambert with a retro, anti-craft-snob positioning targeting millennial/Gen X drinkers in similar casual lifestyle occasions; closely comparable celebrity-ownership-driven GTM and authentic regional craft positioning.
Emerging players
- BeatBox Beverages: Fast-growing ready-to-drink boxed cocktail brand recently acquired by Anheuser-Busch InBev, and the source of Garage Beer's incoming CFO; relevant as a peer in disruptive, high-growth alcoholic beverages with similarly youthful brand marketing and big-CPG exit pathway.
- White Claw Hard Seltzer: Mark Anthony Brands' category-leading hard seltzer competing for the same low-calorie, casual-occasion millennial drinker that Garage Beer targets; relevant peer on occasion, target consumer, and alcohol-beverage shelf competition.
- Topo Chico Hard Seltzer: Constellation Brands' hard seltzer line leveraging the Topo Chico mineral water brand to compete in the light, refreshing alcoholic-beverage space; comparable as a brand-extending challenger for casual occasion share against mass beer incumbents.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Garage Beer social profiles
Digital presenceGarage Beer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Garage Beer leadership team
Management profileNumber of profiles
Profiles3 records
Garage Beer funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Garage Beer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Garage Beer
What does Garage Beer do?
Garage Beer is a U.S. craft light beer brand that produces and sells American Light Lager beverages under two variants: Garage Beer Classic (4% ABV, 95 calories, 3g carbs) and Garage Beer Lime (lime-flavored variant). The company also sells branded apparel and accessories through its online merchandise store. Products are distributed through major retail chains including Walmart, as well as event activations and the company's direct-to-consumer merch storefront.
Is Garage Beer a public or private company?
Garage Beer is a private company. It is classified as private equity controlled and is currently operating.
When was Garage Beer founded?
Garage Beer was founded in 2015. It employs 1 to 10 people.
Where is Garage Beer based?
Garage Beer is headquartered in Columbus, United States, in the North America region.
How does Garage Beer make money?
Two revenue lines are on record. Beer Sales are the primary driver. The others are merchandise Sales.
Who are Garage Beer's main competitors?
Direct peers on record are Michelob Ultra, Bud Light, Coors Light, Corona Premier, Modelo Especial, Natural Light and Lone River Beer Company. Emerging players are BeatBox Beverages, White Claw Hard Seltzer and Topo Chico Hard Seltzer.
Does Garage Beer have an API?
No public API is recorded for Garage Beer.
What industry is Garage Beer in?
Garage Beer's product category is Craft Beer. Its primary akta.pro industry code is THAFALAC, Microbreweries & Craft Breweries. Its NAICS code is 31212 and its SIC code is 2082.