By Contributor,Dasha Shunina,Fast Twitch

Copyright forbes

PHOENIX, ARIZONA – FEBRUARY 06: (L-R) Brothers Jason Kelce #62 of the Philadelphia Eagles and Travis Kelce #87 of the Kansas City Chiefs wave onstage during Super Bowl LVII Opening Night presented by Fast Twitch at Footprint Center on February 06, 2023 in Phoenix, Arizona. (Photo by Christian Petersen/Getty Images)
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When NFL superstars Jason and Travis Kelce invested in Garage Beer in 2024, they weren’t just backing another beverage brand—they were betting on the power of simplicity in an increasingly complex market. That bet is now paying off in a big way.

The light lager brand has secured a strategic growth investment from New York-based Durational Capital Management. While financial terms weren’t disclosed, the deal positions Durational as a large shareholder alongside the Kelce brothers and CEO Andy Sauer, who remain operators and significant owners.

The Power Of Radical Simplicity

“No rich history, no super secret brewing techniques. We just really like light beer,” declares the Garage Beer website. The company focuses purely on two products: classic light beer and a lime variant. That’s it.

This radical simplicity, paired with savvy marketing, has created a winning combination. In the past year, Garage Beer reported more than 400% volume growth, becoming a top-selling craft light beer across the Midwest and expanding into dozens of new states.

“We invested in Garage Beer because it represents us, our values and what we love about beer,” said Travis and Jason Kelce, Garage Beer shareholders and operators. “A lot of our best memories, celebrations and conversations have come with a beer by our side.”

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Eric Sobotka, Managing Partner of Durational, explains that Garage Beer is disrupting the premium light beer category by delivering a straightforward, high-quality product that connects with today’s consumers.

Swimming Against The Tide

The deal is especially noteworthy given current market headwinds. Only 54% of U.S. adults now say they drink alcoholic beverages—a record low. However, beer remains the most preferred alcohol among those who do drink.

U.S. drinkers continue to cite beer as their go-to alcoholic beverage, with 52% of men and 23% of women reaching for beer most often. This compares to 30% who prefer liquor and 29% who choose wine. Generational preferences show young and middle-aged adults favor beer more than those 55 and older, while young adults are least likely to prefer wine.

The opportunity lies in an active digital marketing campaign (the proven approach for modern consumer brands) and the growing popularity of the Kelce brothers, who have maintained cultural relevance well beyond their NFL careers. Their goal: accelerate growth and introduce Garage Beer to communities and consumers nationwide.

The Craft Beer Dilemma

However, Garage Beer’s success story comes with a potential complication that highlights broader tensions in the beer industry. With Durational’s entry as a large shareholder, the brand’s craft status could be at risk.

The Brewers Association defines an American craft brewer as small, independent, and traditional. If more than 25% of ownership sits outside the craft or independent space, a brand may no longer qualify for craft designation. Since Durational is a private equity firm rather than a craft brewery, Garage Beer might soon lose its “craft” label—even as it remains one of the fastest-growing brands in the country.

This scenario reflects a broader trend of private equity moving deeper into the beer industry, creating a trade-off between growth capital and craft authenticity that more brands will likely face.

What’s Next

With the new funding, Garage Beer is set to grow its sales team, strengthen distributor relationships, and raise its profile on a national scale. The addition of experienced beer industry leaders to its board underscores its ambition to move beyond a regional stronghold and compete head-to-head in the premium light lager category across the country.

Regardless of whether it continues to qualify under the Brewers Association’s craft definition, the brand’s focus is firmly on expansion. Powered by celebrity backing, a streamlined product lineup, and now institutional capital, Garage Beer looks poised to take its game to the national stage.

Lessons For Entrepreneurs

Garage Beer’s success offers important lessons for entrepreneurs across industries.

First, simplicity can be a powerful differentiator in crowded markets. While competitors launch dozens of product types, Garage Beer focuses on perfecting one product with two variants.

Second, authentic brand partnerships matter more than pure celebrity endorsement. The Kelce brothers aren’t just spokespeople—they’re operators who genuinely use and believe in the product.

Finally, marketing that entertains first and sells second can build genuine consumer loyalty in an attention-deficit economy.

Whether Garage Beer maintains its craft designation or not, the brand has already proven that with the right combination of product focus, celebrity partnership, creative marketing, and institutional capital, even the most traditional industries can be disrupted.

As the beer industry continues to consolidate and evolve, Garage Beer represents a new model for how brands can achieve rapid scale while maintaining authentic connections with consumers. For the Kelce brothers, it’s another touchdown—this time in business.

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