Garage Beer has created a queen-size bed with a beer tap built into the headboard. Apparently, it’s real and could be yours. It’s called the BeerBed. It comes with a Casper mattress, a built-in kegerator, and one of the most absurd marketing stunts in craft beer this year. Let’s take a look.
How to win the BeerBed
The giveaway runs from Tuesday, July 1 to Tuesday, July 15.
To enter, you must:
- Be 21 or older
- Live in the continental U.S. or D.C.
- Leave a comment on Garage Beer’s official BeerBed Instagram post or retweet the X (formerly Twitter) post
One winner will receive:
- The custom BeerBed frame
- A new queen-size Casper mattress
- A kegerator connected to the tap-ready headboard
Beer is not included, thanks to alcohol shipping laws. But filling the keg? That’s on you.
What’s the deal with the BeerBed?
Garage Beer describes it as the beer version of a waterbed. The setup needs a 7×8 ft space to accommodate the mattress, frame, and cooling components. Some light assembly is required. But it will be shipped directly to the winner’s home, with instructions included. Only one BeerBed exists. It’s not for sale. And no, there are no plans for a “Bed, Beer & Beyond” store … yet.
Why should you care?
Garage Beer knows how to make a light beer — and how to get people talking. This contest is just the latest in a string of outlandish campaigns designed to get attention, make you laugh, and maybe stock your fridge.
A quick refresher: Who is Garage Beer?
Garage Beer is a no-frills craft light beer brand based in Columbus, Ohio. It spun off from Braxton Brewing Co. and is now owned and operated by Jason and Travis Kelce — yes, the NFL brothers. Since launching as a standalone brand, Garage Beer has:
- Become the top-selling craft light beer in Ohio, Kentucky, and Indiana
- Posted 252% year-over-year growth in 2023
- Expanded nationwide
Garage Beer only makes one thing: light beer (in regular and lime). But its marketing is anything but simple.
The Kelce effect is real
The Kelce brothers became co-owners in 2024 and immediately became the faces of the brand. They’ve appeared in social videos, ads, retail activations, and now, mini parody films.
Other stunts: from dojos to Christmas carols
The BeerBed follows several other oddball campaigns:
- BREWMITE: A spoof of 1980s martial arts movies featuring Jason Kelce in full Karate Kid mode. Think Bloodsport with beer cans.
- “O Beer” Holiday Video: Jason Kelce belts out a beer-themed Christmas carol.
- Car Wash Ad: A sudsy beer-soaked spoof complete with ZZ Top vibes.
- White Castle Tie-In: A retro fridge giveaway with frozen sliders and beer.
- Limited-Edition Sunscreen: Because summer beer should come with SPF.
Each campaign plays like a skit — but with enough polish and purpose to build real brand recognition.
A marketing strategy that embraces the weird
Garage Beer isn’t following the usual craft playbook. It’s not pushing new styles every season or over-explaining the brewing process. Instead, it’s betting big on one product and pairing it with weird, well-produced content. That vision partly comes from CMO Kevin George, formerly of New Belgium and Beam Suntory, who helped shift the brand toward storytelling and entertainment. Garage Beer makes light beer that doesn’t take itself seriously. Its marketing doesn’t either. If you’re into absurd giveaways, cold lagers, or beds with built-in beer taps, you still have time to enter the BeerBed contest. Just don’t spill your pint while you sleep.
