Jason Kelces Garage Beer Campaign Levels Up with BREWMITE II
Jason Kelce stars in BREWMITE II a tongue in cheek karate inspired mini movie for Garage Beer co owned with brother Travis Full of nostalgic action humor and cameos – including Chuck Liddell and their dad Ed – the campaign embraces over the top silliness live premiered in Phoenixville and invites fans to “go dumber” .
A Bold Return to Comedy
Jason Kelce former Philadelphia Eagles star and co owner of Garage Beer alongside his brother Travis Kelce has once again blurred the line between beer marketing and comedic filmmaking Their latest campaign BREWMITE II is a full on karate infused mini movie part parody part action spectacle and all heart released in the summer of 2025 .
What began as an unconventional brand strategy for a light lager has now evolved into one of the most talked about pieces of marketing in craft beer Kelce and his team have leaned into comedy absurdity and nostalgia to make Garage Beer stand out in a crowded market .
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Origins From Light hearted Video to Mini Movie
BREWMITE II traces its roots back to the original BREWMITE a short parody video inspired by martial arts classics like Bloodsport and Beverly Hills Ninja The first installment featured Jason Kelce as a reluctant fighter competing for a can of beer in a hilariously exaggerated underground tournament .
The idea began as a simple social clip but the response encouraged the team to push further As Jason himself joked “We can go dumber” hinting at how each new project escalates in production value cast size and comedic audacity .
BREWMITE II Bigger Dumber More Beer
Directed by Jordan Phoenix the sequel leans even harder into martial arts tropes This time Jason battles in an “ancient absurd no holds barred tournament where cold beer and honor are the only things that matter” .
The cast has expanded too UFC legend Chuck Liddell joins as a fearsome opponent while Travis Kelce makes his on screen debut for the brand Their father Ed Kelce also appears adding a family twist to the fun Cameos from a WWE announcer and familiar faces from the sports world round out the lineup making the mini movie both tongue in cheek and surprisingly star studded .
Premiere and Release Details
BREWMITE II premiered online on August 7 2025 followed by a live screening on August 16 at The Colonial Theatre in Phoenixville Pennsylvania The premiere included Q and A sessions with Jason Travis Chuck Liddell and director Jordan Phoenix .
Filmed at a “secret dojo” in Miami the project also spawned limited edition collectibles VHS tapes holographic stickers posters and behind the scenes content that taps into 80s and 90s nostalgia The marketing push ensured that fans could interact with the campaign beyond just watching the film .
Why It Works Comedy Community and Consistency
Garage Beers marketing thrives on a few simple principles keep it funny keep it light and keep it communal Jason Kelce has stressed that beer should be about friendship fun and “doing something stupid together” a mantra that aligns perfectly with the tone of BREWMITE II .
Beyond the laughs Garage Beer has carved out a unique space in a competitive industry While mainstream brands lean on polished celebrity ads the Kelces embrace self parody and grassroots storytelling Their campaigns have generated more engagement than many of the biggest names in beer showing that fans respond to authenticity and humor over corporate gloss .
A Broader Campaign Legacy
BREWMITE II is part of a growing catalog of offbeat promotions by Garage Beer each one adding to the brands quirky personality .
- BeerBed A functioning bed with a built in kegerator headboard .
- O Beer A holiday carol parody with a lager twist .
- Car Wash A suds and lager spoof reminiscent of ZZ Top videos .
- Other retro inspired collaborations and comedic shorts that keep fans entertained year round .
Together these campaigns have built a playful consistent identity that makes Garage Beer memorable well beyond the product itself .
Final Round What’s Next
With BREWMITE II now making waves the Kelce brothers appear eager to keep building on their eccentric vision Jason notes that Garage Beers “identity and personality” stand out from mainstream competitors and the team shows no signs of slowing down .
Whether or not a BREWMITE III emerges one thing is certain Garage Beer will keep doubling down on the silly the nostalgic and the fun proving that sometimes the best marketing is the one that doesnt take itself too seriously .