Garage Beer has found its brand voice. It’s part beer, part black belt, and all absurdity. The light beer brand just dropped its biggest campaign yet: BREWMITE II, a martial arts spoof starring co-owner Jason Kelce, plus cameos from UFC legend Chuck Liddell and Travis Kelce in his Garage Beer film debut. Premiering August 7, BREWMITE II turns the volume up on Garage Beer’s offbeat brand of storytelling — following up last year’s surprise hit BREWMITE, a retro-style mini movie that mashed up Bloodsport vibes and beer-fueled battles. From the press release:
“After filming Part One, the only thing I could think about was releasing Part Two,” said [Jason? … we’re assuming] Kelce. “Sometimes I’d wake up in the middle of the night, drenched in sweat and in full gi. After splitting the headboard with a shuto-uchi, I knew we had to get this thing out for the fans — I simply couldn’t take the anticipation any longer. Bringing Trav into the mix was awesome. We grew up doing ridiculous martial arts moves on each other, and honestly, this wasn’t the first time one of us slapped the other.”
What happened in BREWMITE part one?
In the first chapter, Jason Kelce enters the dojo. He trains under a stern martial arts master, gets reluctantly coached by former Eagles teammate Beau Allen, and fights in a no-rules beer tournament for a can of golden Garage Beer. The aesthetic? 1980s movie cheese meets modern craft beer marketing. It was surprisingly well-shot, absurdly self-aware, and just serious enough to land a punch. Think Karate Kid, but with more hops.
Part two enters the ring: new characters, more chaos
BREWMITE II is billed as “more characters, more punches, more beer — but still zero sense,” according to its YouTube description. This time, the stakes are higher. The villain? Chuck Liddell, aka “The Iceman.” The wild card? Travis Kelce, stepping into his first official Garage Beer role. Directed by Jordan Phoenix, the video was shot at a “secret dojo” in Miami. It’s got easter eggs galore, a new announcer (WWE’s Mike Romero), and even a VHS release. Fans can snag limited merch, follow behind-the-scenes clips on social, or attend the premiere in Phoenixville, Pennsylvania, on August 16 at The Colonial Theatre. Every detail — from the gravelly narration to the ninja-on-ninja action — feeds into a larger narrative: Garage Beer is light beer that doesn’t take itself seriously. But its branding? That’s no joke.
From beer beds to holiday carols: Garage’s greatest hits
Garage Beer doesn’t launch a new IPA every season. It doesn’t talk fermentation temps. Instead, it creates low-stakes, high-entertainment campaigns. A few recent examples:
- 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.
Each campaign leans into nostalgic comedy. They’re simple ideas executed with polish — and they’ve helped Garage Beer build real brand recognition across the country.
What other craft breweries can learn
Garage Beer keeps its product simple. It brews one thing: a 4% ABV light lager (plus a lime version). But its branding is anything but boring. The key takeaways:
- Find your voice: Garage Beer leans into comedy and nostalgia. Other brands can find different angles — but consistency matters.
- Invest in story-driven content: Skits, characters, and campaigns can create deeper fan engagement than static ads.
- Embrace entertainment: Garage Beer’s videos aren’t just marketing. They’re shareable entertainment made to travel.
- Keep the product dialed in: While the stunts are loud, the beer remains crisp, low-calorie, and easy to find.
Final round: what’s next?
BREWMITE II premieres online August 7 and in person August 16. Expect more merch drops, VHS tapes, and sneak peeks on Instagram and X (@drinkgaragebeer). There’s no word on a part three — but knowing Jason Kelce, the gi is already washed and ready.
