Garage Project
Garage Project is a Wellington, New Zealand craft brewery (founded 2011) that designs and sells innovative beers — including hop-forward IPAs, wild/sour ales, and the Tiny low-alcohol range — directly to consumers online and at its brewery, plus a monthly Hazy IPA subscription and merchandise.
- Company typePrivate
- Founded2011
- HeadquartersWellington, New Zealand
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Garage Project does
Garage Project is a craft brewery headquartered in Wellington, New Zealand, founded in 2011 and operating through the legal entity Brewwell Limited. The company designs, brews, and sells innovative craft beers across multiple sub-brands and product lines, including hop-forward IPAs, stouts, sours, wild ales, low/no-alcohol beers (Tiny range), gluten-free options (Two Bays, Zinger, Konbini), and the FRESH Club monthly Hazy IPA subscription. Its technical differentiation sits in the Wild Workshop division in central Wellington, which operates mixed-fermentation, barrel-aging, and 100% spontaneous fermentation (coolship) programs producing sours, fruited, blended, and oak-and-acacia-aged beers such as the Chance, Luck & Magic series and the award-winning Engeltjes Pis.
The business operates primarily as a direct-to-consumer craft brewery through its Shopify-powered e-commerce platform (garageproject.co.nz), supplemented by brewery outlets and cellar-door sales at Wild Workshop, plus event distribution through Burger Wellington. Pricing is in NZD inclusive of 15% GST, with 4-packs at NZD $19-$52, 6-packs at NZD $18.99-$35, 12-packs at NZD $29.99-$59, and individual cans at NZD $7-$10. Revenue is generated through one-time product sales, the recurring FRESH Club monthly subscription, and merchandise. Garage Project runs an annual Hāpi Sessions hop-harvest collaboration program with international breweries (Track, Cellarmaker, Pinta, Firestone Walker, Sapwood Cellars, DosKiwis) and has begun a cross-border expansion into Japan through the MIKKELLER NZ joint project with Mikkeller Japan. The company is privately held, founder/owner-operated, with no disclosed institutional investment beyond a NZD $193,912 Callaghan Innovation grant in 2017, and holds 6 of New Zealand's 8 World Beer Cup medals across the competition's 30-year history.
Garage Project firmographics
Firmographics- Name
- Garage Project
- Legal name
- Brewwell Limited
- Website
- https://garageproject.co.nz
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Garage Project is a Wellington, New Zealand craft brewery (founded 2011) that designs and sells innovative beers — including hop-forward IPAs, wild/sour ales, and the Tiny low-alcohol range — directly to consumers online and at its brewery, plus a monthly Hazy IPA subscription and merchandise.
- Ownership category
- akta.pro rank
Garage Project industry classification
Industry- Product category
- Craft Beer
- NAICS
- Breweries (31212), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Malt Beverages (2082), Beverages (2080)
- akta.pro primary industry
- Microbreweries & Craft Breweries (THAFALAC)
- akta.pro secondary industries
- Brewpubs & Taprooms (On-site Beer Service) (THAFALAA), Craft Beer Bars & Taprooms (THAFAEAG), Craft Beer Specialty Retail (Single-Brand/Curated Craft Focus) (CRANABAD), Beer, Brewery & Craft Beverage Tastings (THAJAGAE)
Keywords
Where Garage Project is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Garage Project business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Craft Beer Product Sales: Direct-to-consumer sales of craft beers through their e-commerce platform and brewery outlets. Products include IPAs, stouts, sours, wild ales, low/no alcohol beers, and merchandise. Revenue generated through one-time purchases of individual products and variety packs.
- FRESH Club Subscription: Monthly subscription service delivering a new Hazy IPA each month. Subscribers receive automatic monthly deliveries with flexible pause or cancellation options. Subscription includes GST and delivery in NZD.
- Merchandise and Apparel: Sale of branded merchandise including clothing, glassware, accessories, and specialty items like The Art Of Beer book and hot sauces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | FRESH Club Monthly Beer Subscription |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Garage Project product offering
Product offeringCore offering
Garage Project is a craft brewery that produces and sells a wide range of beers including IPAs, stouts, sours, wild ales, barrel-aged beers, and low/no alcohol options under sub-brands such as Wild Workshop, Tiny, Konbini, and Zinger. The brewery also operates a monthly FRESH Club beer subscription, sells branded merchandise, and offers brewery tours and tastings at its Wellington facility.
Product overview
Garage Project is a New Zealand craft brewery offering a diverse portfolio of beer products across multiple sub-brands and product lines. The core offering includes the FRESH Club subscription (monthly rotating Hazy IPA), the Wild Workshop sub-brand (mixed-fermentation sours, barrel-aged, and spontaneous beers), and the Tiny low/non-alcoholic range. Additional offerings include GP Picks (staff-curated selections), Gluten Free beverages (Zinger ginger beer, Konbini alcoholic lemonades), merchandise, and seasonal collaboration series like the annual Hāpi Sessions and MIKKELLER NZ partnership. The Hāpi Sessions features collaborations with international breweries using new hop varieties from Hāpi Research, while the Wild Workshop specializes in experimental sour, fruited, and barrel-aged beers. The company sells through its Shopify e-commerce platform with options for subscription delivery.
Differentiator
Problem solved
Functional benefit
Brands
- Wild Workshop: Central Wellington mixed-fermentation brewery producing sours, fruited, blended, and barrel-aged beers. Also offers brewery tours.
- Tiny
- Konbini
- Zinger
- Savoir Faire
- Chance, Luck & Magic
- FRESH Club
Products and services
- FRESH Club Subscription Monthly beer subscription delivering a new FRESH Hazy IPA to customers' doors each month, with early access to other up and coming brews, regular special offers, and merchandise perks. Pricing in NZD includes GST and delivery.
- Wild Workshop Mixed-fermentation brewery producing sours, fruited, blended, and barrel-aged beers using wild yeast and bacteria cultures. Includes the Chance, Luck & Magic spontaneous fermentation series aged in oak and acacia barrels.
- Tiny (Low & No-Alcohol) Range Non-alcoholic and low alcohol beer products including Tiny Hazy, Tiny IPA, Tiny XPA, Tiny Lager with Lime, Tiny Stout, Tiny Mix Six, Tiny But Mighty Variety Pack, and Fugazi (2.2% session ale). All under 0.5% ABV.
- Gluten Free Beverages Gluten-free alcoholic beverages including Zinger (Alcoholic Ginger Beer), Konbini (Chuhai-inspired Alcoholic Lemonade in Peach Lime and Yuzu Lemon variants), and Two Bays gluten-free beers.
- GP Picks Staff-curated selection of favorite craft beers including hop-forward IPAs, hazies, sours, and seasonal releases.
- Gifts Gift packs, gift cards, and curated variety packs for gifting occasions including Crafthead Gift Pack, Summer Dozen, Picnic Pack, and themed selections.
- Merchandise Branded merchandise including hats, apparel, glassware, books, hot sauces, and accessories.
- 2026 Hāpi Sessions Mixed Pack Mixed six pack containing Interstellar Burst (West Coast Cold IPA with NZ05, Southern Cross, Peacharine and Mosaic), See you on the Flipside (Old School WCIPA with NZ17, Nelson Sauvin and Riwaka), and Many Moons (Hazy Session Pale with NZ02, Peacharine and Rakau). Annual hop harvest collaboration series.
- Top Cutter New Zealand IPA brewed with Southern Cross, NZ Cascade, Nelson Sauvin and Waimea hops for bold bright bitterness, mouthwatering citrus, juicy tropical fruit and rich hop resin.
- Resin Head West Coast IPA brewed with Simcoe, Nelson Sauvin, Centennial, Columbus Cryo and finished with distilled hop oil, featuring sweet tropical fruit with punchy citrus and sticky hop resin.
- Funambulation for Somnambulists DDH Triple Hazy IPA double dry hopped with Citra, Nectaron and Krush, featuring patisserie sweets with juicy orange and grapefruit citrus, guava and mango hop character.
- Go Go Juice Passionfruit, Guava & Grapefruit Milkshake Sour with mouthwatering kettle sour, milk sugar and tropical fruit infusion.
- Black Milk Imperial Milk Stout brewed with plump Autumn barley, velvety oats, crystal and dark black malts with creamy lactose milk sugar.
- Engeltjes Pis Barrel aged sour red ale. Won New Zealand's first ever gold medal at the World Beer Cup in 2026 for American-Style Sour or Wood + Barrel-Aged Sour Beer category.
Quantifiable outcome
- Won New Zealand's first ever World Beer Cup gold medal in 2026 for Engeltjes Pis in American-Style Sour or Wood + Barrel-Aged Sour Beer category
Companies that use Garage Project
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles5 records
Garage Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Garage Project partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- MikkellercoreSkinny Dipper collaboration brewed with friends at Mikkeller. Nelson Lakes Hazy IPA using Motueka, Cascade and Nelson Sauvin hops from the Nelson Lakes Hop Harvest.
- Track Brewing (Manchester)major2026 Hāpi Sessions collaboration for Many Moons - a session-strength hazy pale brewed with new hop variety NZ02, Peacharine and Rakau. Track is Manchester's masters of hoppiness.
- Cellarmaker Brewing (San Francisco)major2026 Hāpi Sessions collaboration for Interstellar Burst - West Coast Cold IPA with new variety NZ05, Southern Cross, Peacharine and Mosaic. Cellarmaker is San Francisco's legends of lupulin.
- Pinta Brewery (Poland)major2026 Hāpi Sessions collaboration for See you on the Flipside - old school West Coast IPA with new Hāpi Research variety NZ17 with Nelson Sauvin and Riwaka. Pinta is Poland's craft beer pioneers.
- Mikkeller JapancoreMIKKELLER NZ project - a collaboration between Garage Project and Mikkeller Japan to develop a standard series of craft beers for the Japanese market. The initiative involves developing three types of craft beers blending recipes and brewing philosophies from both breweries. This expands on collaboration that began in 2018.
- Firestone WalkermajorFirestone Walker Terroir Project collaborations including Savoir Faire series using Marlborough Sauvignon Blanc grapes and Pinot Noir grapes with spontaneous fermentation techniques.
- Sapwood Cellars (Maryland)minorEdgar collaboration farmhouse ale with Sauvignon Blanc-derived Phantasm thiol-enrichment powder, fermented with unique blend of Wild Workshop and Sapwood Cellars' own house cultures.
- DosKiwis (Catalonia)minorBine Mind wet-hopped IPA collaboration brewed with Catalonia's DosKiwis. Great minds think alike.
- NisaminorPickle Pants collaboration - sustainable underwear and apparel partnership with Nisa, an ethical label creating low- to zero-waste products and providing employment to women from refugee and migrant backgrounds.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Garage Project competitors and assessment
Company assessmentDirect peers
- Cellarmaker Brewing: San Francisco craft brewery known for hop-forward West Coast IPAs and a high collaboration cadence. Active Hāpi Sessions partner and a peer in the experimental hop-driven craft segment.
- Panhead Custom Ales: NZ craft brewery producing hop-forward IPAs and seasonal releases, now part of the same broader NZ craft family. Direct competitive overlap in core IPA and seasonal categories.
- 8 Wired Brewing: NZ craft brewery known for hop-forward, sour and barrel-aged beers with strong international recognition. Highly comparable portfolio mix and similar DTC/award-driven positioning.
- Mikkeller: Danish gypsy/craft brewer known for experimental, barrel-aged and collab-driven beers with global distribution. Strategic collaboration partner and a directly comparable brand on innovation-led craft positioning.
- Tuatara Brewing: Wellington-based NZ craft brewery producing a similar range of IPAs, sours and barrel-aged beers for domestic on-premise and retail. Closest geographic and portfolio competitor to Garage Project in the NZ craft segment.
- Epic Brewing: One of NZ's original craft breweries (Auckland), producing hop-forward ales with export distribution. Comparable scale, NZ craft heritage and IPA-led portfolio overlap.
Broad incumbents
- Stone Brewing: Pioneering US West Coast craft brewery (now part of Sapporo) with hop-forward IPAs and large-scale craft distribution. Comparable IPA-led portfolio at much greater scale and broader geographic reach.
- Firestone Walker: Large US craft incumbent with a barrel-aging program and international collaborations (Terroir Project / Savoir Faire with Garage Project). Comparable on specialty aging and collab model; broader portfolio and scale.
- BrewDog: Global craft brewery with strong DTC e-commerce, subscriptions, brewery bars and a broad experimental lineup. Directly comparable DTC + own-retail + sub-brand craft model at much larger scale.
Regional players
- Sawmill Brewery: Matakana/NZ craft brewery with a similar domestic craft positioning and on-premise taproom. Comparable NZ craft model though not a global awards contender at the same level.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Garage Project social profiles
Digital presenceGarage Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
Garage Project leadership team
Management profileNumber of profiles
Garage Project funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Garage Project 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 Project
What does Garage Project do?
Garage Project is a craft brewery that produces and sells a wide range of beers including IPAs, stouts, sours, wild ales, barrel-aged beers, and low/no alcohol options under sub-brands such as Wild Workshop, Tiny, Konbini, and Zinger. The brewery also operates a monthly FRESH Club beer subscription, sells branded merchandise, and offers brewery tours and tastings at its Wellington facility.
Is Garage Project a public or private company?
Garage Project is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Garage Project founded?
Garage Project was founded in 2011. It employs 51 to 100 people.
Where is Garage Project based?
Garage Project is headquartered in Wellington, New Zealand, in the Oceania region.
How does Garage Project make money?
Three revenue lines are on record. Craft Beer Product Sales are the primary driver. The others are FRESH Club Subscription and merchandise and Apparel.
Who are Garage Project's main competitors?
Direct peers on record are Cellarmaker Brewing, Panhead Custom Ales, 8 Wired Brewing, Mikkeller, Tuatara Brewing and Epic Brewing. Broad incumbents are Stone Brewing, Firestone Walker and BrewDog. Sawmill Brewery is listed as a regional player.
Does Garage Project have an API?
No public API is recorded for Garage Project.
What industry is Garage Project in?
Garage Project's product category is Craft Beer. Its primary akta.pro industry code is THAFALAC, Microbreweries & Craft Breweries, with a secondary code of THAFALAA, Brewpubs & Taprooms (On-site Beer Service). Its NAICS code is 31212 and its SIC code is 2082.