No one would have expected two NFL stars to challenge the ongoing alcohol slump. Yet, brothers Travis and Jason Kelce have done just that, with their beer brand, Garage Beer, reaching a shocking milestone that has set them apart in a declining market. 

Garage Beer recently secured a $200 million valuation in its first funding round, backed by consumer-focused private-equity investor Durational Capital Management, as reported by The Wall Street Journal.

As part of the deal, funds will go toward marketing and expansion, while Constellation Brands’ Former Beer Chairman, Bill Hackett, will join the board of directors.

The Kelce brothers’ Garage Beer succeeds in a declining market

The Kelce brothers’ Garage Beer success comes as the alcohol industry faces mounting challenges. According to NielsenIQ, total alcohol sales dropped 3% in the first half of 2025.

As for beer, the Brewers Association reported a 1% decline in U.S. beer production and imports in 2024, with craft brewer volume sales falling by 4%.

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After peaking during the COVID-19 pandemic, alcohol sales have steadily decreased in the years since, due to economic uncertainty, inflation, and shifting consumer preferences. 

Now, the newly implemented global tariffs, ranging from 10% to 50% depending on the country of origin, pose an additional challenge, threatening the supply chain, raising production costs, and price hikes.  

Garage Beer’s optimistic growth

Despite the current headwinds in the alcohol industry, Garage Beer CEO Andy Sauer is confident in the company’s growth and projects revenues between $60 million and $70 million in 2025. This is a massive jump from 2024, when it made less than $20 million in revenue.

Garage Beer was originally founded in 2018 in Covington, Kentucky, by Braxton Brewing Company. In 2023, it became its own company after being acquired by Andy Sauer and a team of investors.

Related: Coors beer drops new business as alcohol sales decline

However, Garage Beer didn’t gain traction in the market until Travis and Jason Kelce became majority owners in 2024. Their huge following of football-loving fans and Travis Kelce’s relationship with singer Taylor Swift put the brand in the spotlight, becoming especially popular among millennials and Gen Z.

“People crave quality and simplicity, and Garage Beer nails both for me. We are light beer drinkers and Garage is the best light beer,” said Jason Kelce in a press release.

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Garage Beer is a light beer offered in classic and lime flavors, promoted with the tagline “Beer Flavored Beer.” Its straightforward branding and the Kelce brothers’ influence in pop culture have helped the brand stand out in a crowded market where even industry giants are struggling to keep up. 

Beer competitors’ financial results

• In the second quarter of fiscal 2025, Molson Coors  (TAP)  reported a 1.6% decline in net sales year over year 
• In the first quarter of fiscal 2026, Constellation Brands’  (STZ)  net sales dropped 6%.

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