Travis Kelce and Jason Kelce's $200 million Garage Beer venture turns heads with unexpected ownership details

Travis Kelce and Jason Kelce's Garage Beer investment marked another step in their growing business journey beyond football. The brothers joined the Ohio-based company in June 2024, taking significant ownership rather than simply signing up as celebrity promoters. Their decision came from a genuine interest in the product and its potential, while their involvement soon helped the brand attract attention well beyond its original market.Travis Kelce and Jason Kelce took a major stake in Garage BeerThe Kelce brothers saw an opportunity to build something outside their NFL careers. Their investment also had a personal connection, particularly for Travis, who grew up in Cleveland and wanted to support a business with Ohio roots.“It’s an Ohio brand,” Travis said. “And I always like to give back to my roots.”The move also brought Travis back together with Garage Beer CEO Andy Sauer. The two had known each other for seven years and previously worked together on Hilo, a nutritional company specialising in gummies.Sauer revealed that the brothers were not minor stakeholders. Their investment reflected a serious commitment to the company's future.“They’re by far the largest investors,” Garage Beer CEO Andy Sauer said. “When we were forming the partnership with them, it was very important that the ownership they had be super meaningful and represent the amount of effort that they wanted to put in to building the business.”Jason also took an active interest in the product, particularly its brewing process. The brothers liked Garage Beer's fuller flavour despite its relatively low calorie count of 95 calories.Garage Beer benefited from the Kelce brothers' growing influenceThe company's progress had started before the NFL stars became investors. Andy Sauer purchased Garage Beer from Braxton Brewing Co. in 2021 and relaunched it with a revised recipe and packaging in January 2023.The brand recorded 252% sales growth that year, establishing itself as the best-selling craft light beer in Ohio, Kentucky and Indiana.However, the Kelces' involvement brought a different kind of attention. Their popularity helped introduce Garage Beer to a much larger audience. Distribution expanded from 12 states to 30, with the company targeting nationwide availability by January 2025.Jason also became an unexpected promotional attraction. His appearance in a shirtless Garage Beer car wash video generated 3.4 million views on X. He had earlier worn the company's merchandise at Travis' Kelce Car Jam in Kansas City.The brothers' connection to the product was also rooted in their personal preferences.“We are light beer drinkers,” Jason said in a statement. “The brand fits my lifestyle, and having a few beers is a great excuse to get the neighbors together.”Their investment showed how the Kelces were exploring opportunities beyond professional football, using their business connections and public influence to become significant players in the commercial world.Get the latest Sports News and Live updates. Download the TOI app.