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Garage Beer President Andrew Sauer poses in a promotional photo with Jason and Travis Kelce. Garage Beer, which the Kelce brothers now partially own, is trying to compete with classic industrial dad beers while also paying homage to them in a growing industry trend.
The target customer, Saur said, is 25-40-year-old men who either are craft beer drinkers looking for something lighter, or domestic beer drinkers looking for a higher-quality alternative. Sauer thinks that press coverage of Garage Beer heretofore has missed the point. He says younger, discerning beer drinkers today just prefer light beer, rather than viewing it as a fallback option to heavier craft beer.
“I think there is definitely an appetite for Garage Beer as long as QUALITY, PRICE and DISTRIBUTION is there, but the lifecycle of brands these days is less than 12 months,” Williams wrote. “People kind of want to go back to something that’s more familiar,” Tveekrem said. “And I think brewers do too.”
Five were classic domestic light dad beers – Bud Light, Coors Light, Coors Banquet, Miller Lite and Michelob Ultra. Three were craft analogues – Garage Beer, Shower Beer from Masthead and 614 Lager from Wolf’s Ridge.
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