Travis Kelce, the Kansas City Chiefs tight end, Jason Kelce, the former Philadelphia Eagles’ center, and Andy Sauer, CEO of Garage Beer, have set out on a quest to make beer relatable. As the major investors in Garage Beer, the Kelce brothers are helping to redefine light beer and stand behind and in a brand they enjoy.
Not just investors, these two are knee-deep in the process of building a brand and involved in all the many aspects from marketing and expansion to brewing, distribution, and sales.
Garage Beer hit the market in 2018 under Braxton Brewing. In 2021, Andy Sauer purchased it, reduced some of the hoppiness, and changed the design. Garage Beer relaunched in January 2023, growing 252% in the first year and becoming the best-selling light craft beer in three states. Since the Kelce’s joined the team in June 2024, it’s gone from distribution in 12 to 30 states and is expected to be in all 50 in early 2025.
To say these three know a thing or two about building a beer brand is an understatement. Let’s take an in-depth look at some of the practices they shared, and the tools and philosophies they used to help take Garage Beer to the top of the market.
The Three Pillars of a Great Brand
According to Sauer, three pillars make up the foundation of a great brand.
- The Product: While a great product is essential, it must also be a product people genuinely want. Garage Beer stands out in a crowded market because it’s a light, drinkable beer that appeals to a wide range of people, from casual drinkers to neighborhood tailgaters. It’s approachable, consistent, and good.
- Leveraging Authentic Partnerships: Working with Jason and Travis Kelce has been a game changer for the brand, but it’s much more than a celebrity endorsement. The Kelce’s are investors, owners, and advisors actively involved in sales, marketing, distributor phone calls, and much more. Their involvement is about more than money. It’s about believing in a brand and sharing something they love. Authenticity is essential to people today, and you can be certain that they can tell the difference.
- Deeply Understanding Your Audience: They know their core consumer inside and out. They’re the everyday beer drinker—the guy who cracks open a cold one after mowing the lawn and the friends who enjoy a backyard barbeque together. Unpretentious and inclusive, it’s a beer that fits seamlessly into everyday, real life.
Connecting Emotionally
As important as authenticity, engagement, and connecting with people emotionally, Garage Beer is a brand that feels relatable like it belongs in your fridge and the cooler at the game. It’s there when people celebrate victories or share a good story about the fire.
The Kelce’s align with this vision. They’re approachable and hard-working, and much of their charisma and humor have been incorporated into the brand’s voice. When you hear them talking about Garage Beer, you’re not hearing a sales pitch but a genuine regard for the product and the people it brings together.
Creating a Community
It’s essential to connect with your audience by listening and interacting to create a community. A community, after all, comes together and unites for a common good. To make Garage Beer a part of their lives, it has to resonate with their lives. Through the stories they share, the events they participate in, and social media engagement, they’ve developed a community that brings people together to share a laugh and create lasting memories.
To achieve this level of engagement, Sauer and his team built their brand from the ground up, starting in their home state of Ohio. They spent time in bars, at events, and conversing with neighbors and people enjoying their beer. Their success wasn’t built on marketing hype but through developing real relationships and authentic connections. The people who support them are more than buyers; they’re their biggest fans.
Andy Sauer’s Nine Tips for Navigating a 2024 CPG Brand Build
- Start with a Relatable Story
People don’t just buy products; they buy into stories. Your brand’s origin story matters more than ever. Why did you start this? What problems are you solving? And, more importantly, how does it connect with your audience? Authenticity is the currency of 2024. If you’re trying to fake it or force a narrative, consumers will see right through it. Be real, and make sure your story resonates on a human level.
- Know Your Core Audience Inside and Out
In today’s world, you can’t be everything to everyone—at least not in the beginning. Start small and win big with a niche audience. Figure out who your core consumers are and speak directly to them. Get specific about their values, habits, and needs. Build loyalty in that group first and let them amplify your message. Once you have a strong base, you can expand strategically.
- Focus on Building Fans, Not Just Customers
It’s one thing to sell a product; it’s another to build a following. The most successful brands today don’t just have customers—they have fans. These are the people who will post about your product, share it with friends, and defend it in online debates. To build fans, you need to deliver more than a great product. You need to create an emotional connection and a sense of community. Ask yourself: Why would someone feel proud to be part of this brand?
- Leverage Digital to Build Connections, Not Just Ads
Social media and digital platforms are more powerful than ever, but the game has changed. It’s no longer about how much you spend on ads—it’s about how creative and personal you can be. People want to engage with brands that feel like people. Be present in comments, DM people back, and create content that feels natural, not corporate. If your customers feel like they know you, they’ll root for you.
- Choose Your Partnerships Carefully
2024 collaboration matters, but not all partnerships are created equal. Whether it’s a celebrity, an influencer, or a complementary brand, make sure they genuinely align with your values and audience. Consumers are quick to spot partnerships that don’t make sense, and it can hurt your credibility. Find people or brands who believe in what you’re doing and want to help grow it authentically.
- Be Intentional About Your Community
The brands winning today are the ones building real communities. Think about how your product can bring people together—whether it’s a lifestyle, a shared value, or even just the way they use your product. Find ways to foster those connections, both online and offline. Community is what turns a product into a movement.
- Adapt Quickly to Trends Without Losing Your Core Identity
The world in 2024 is moving fast. Consumer preferences, technology, and even the economy can shift overnight. You need to be nimble and ready to pivot. That said, don’t lose sight of your brand’s core identity in the process. Stay rooted in your values and mission but be willing to experiment with new ways of reaching your audience or enhancing your product.
- Make It Easy for People to Share
Word of mouth is still the most powerful form of marketing, but you must make it easy for people. Whether it’s through shareable packaging, social media challenges, or a brand story that people want to talk about, create moments where your audience can amplify your message for you.
- Stay Resilient and Patient
Finally, and maybe most importantly, remember that building a brand takes time. The world is noisy, and breaking through isn’t going to happen overnight. There will be setbacks, frustrations, and moments when you wonder if it’s all worth it. Stay focused on your mission, keep learning, and trust the process. Building a consumer brand in 2024 isn’t easy, but with persistence and purpose, it’s possible.
A big thank you from EMERGING for sharing these incredible insights. If Sauer hasn’t written his first book yet, we believe he should.
