Lager Projekt launches with full support for retailers
TailGate Brewery is bringing a new kind of lager release to Tennessee. This month, the Nashville-based craft brewery debuts Lager Projekt, a 4.8% ABV Helles designed for draft-first success. To make it stand out, TailGate is backing the beer with real resources: complementary side-pull handles, bartender training, and custom glassware for every retail account pouring the beer. From the press release:
“Our new Lager Projekt is a proper lager,” said TailGate Brewery founder and sole owner Wesley Keegan. “We’ve tasted it against every lager in the market. To make sure we get it right all the way through, we’re making a first-of-its-kind investment in retailers across the state who will help bring this beloved beer experience to Tennessee.”
A lager built for the draft experience
Lager Projekt was born from a five-year research and development series at TailGate. Each batch followed German brewing traditions and adhered closely to Reinheitsgebot purity laws. The final recipe is a crisp, clean Helles lager with aromas of honey, bread, lemon zest, and thyme. A light body, balanced bitterness, and lively effervescence make it highly drinkable. By pairing the beer with education and proper service tools, TailGate aims to ensure consumers experience the lager the way it was intended — smooth, aromatic, and poured with a perfect foam cap.
TailGate’s record-setting 2025
The Lager Projekt launch builds on an exceptional year for TailGate Brewery. At midyear, the brewery reported 12% retail growth in a flat market. Its portfolio is thriving across categories. TailGate Orange, the flagship American Wheat Ale, saw nearly 30% growth and captured gold at the 2025 U.S. Beer Open Championship. TENN Golden Lager posted a 33% gain in velocity, and both beers expanded into 19.2-oz cans. TailGate’s Wizard’s Order IPA series continues to drive excitement. TailGate Cider grew 20%, while the non-alcoholic Nashville Sweet Tea Co. surged 212%. The brewery also became the first Nashville-based producer to release a THC sparkling water in early 2025.
Expansion at the brewhouse and beyond
Growth has been supported by major investments at TailGate’s Nashville headquarters. A new 30-bbl brewhouse, added fermentation space, and a second centrifuge have doubled production capacity. A 100-bbl horizontal lagering tank now anchors the Lager Projekt program. Meanwhile, TailGate opened its ninth taproom in Murfreesboro, joining eight other Tennessee locations. Each taproom blends scratch-made Detroit-style pizza with fresh beer, small-batch releases, and community events.
Growing local, staying independent
TailGate’s strategy is simple: build loyalty in Tennessee rather than chase national shelf space. Its exclusive partnership with Lipman Brothers has expanded grocery placements and secured draft lines in major Nashville venues, including Broadway bars and Bridgestone Arena. By investing in both product quality and retail experience, TailGate Brewery is showing what it means to be local-first and independent. Lager Projekt is the latest step — a beer brewed with tradition and poured with care.
