NFL champions Travis and Jason Kelce’s brewing business is marking its next moves with a new campaign that aligns the brand with authenticity and retains its relevance within the highly competitive beer space. db reports.
Garage Beer, which calls itself “crisp” and “uncomplicated,” is welcoming in a season-long American Summer campaign which features music, giveaways, limited-edition packaging and a partnership with Utz Cheese Balls.
Summer anthem
Together with New Found Glory, the brewery has released the tune Good to Go which it is calling “the beer drinking anthem of the summer” and “an homage to the easy, fun-loving days of summer’s past – cracking open a cold beer with friends and taking in all summer has to offer alongside the people you love”.
Added to this, working alongside NFA star Gennings Dunker, Garage Beer has also partnered with the Museum of American Speed to give away an original 96 Bronco in two-toned gold and green. Though the contest is live, an official launch video will also be launched on 12 June.
Speaking to the drinks business, Garage Beer CEO and founder Andy Sauer said: “We’re not trying to manufacture culture; we’re participating in it with people we genuinely respect.”
A beer that ‘people reach for’
Sauer told db that “working with New Found Glory, Utz, Gennings and our broader partners allows Garage Beer to come to life in ways that people actually experience during summer”. How? He considered this and explained: “It deepens our relevance in key cultural spaces in an organic way”.
Partner Content
This strategic alignment is, according to Sauer, “helping us build a world where Garage Beer is what people reach for in those moments”.
Garage beer co-owner, Jason Kelce will also be raising money for Eagles Autism Foundation and Garage Beer will be capturing two challenges for fans, including a life-size Beerquarium and the ‘million cheese ball challenge’ with America’s iconic Utz Cheese Balls.
On 25 June, Kelce, Beau Allen and a line-up of current and former Philadelphia Eagles players will take on the challenge to battle it out inside a giant container filled with Utz Cheese Balls.
‘Bringing the brand to life’
Garage has made no secret of understanding its fans and also doubling down on its positioning by showing it can bring fun and continue to show up as a brand that is wholeheartedly genuine.
Sauer pointed out that “for us, what is exciting about this summer is that it feels like we are getting to a point where we can bring to life things we have always hoped to do in bringing the brand to life”.
With this in mind, Sauer explained to db that the business’s latest moves continue to align it with authenticity because “the music video with New Found Glory moves Garage Beer forward in a way that feels completely true to who we are”.
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