This month, Garage Beer landed a stunning $200 million valuation after securing new investment from Durational Capital.
That figure puts the brand ahead of some legacy breweries that have spent decades building their reputations.
And unlike so many celebrity-backed ventures, the Kelces aren’t just figureheads.
Jason reportedly calls Garage Beer CEO Andy Sauer directly to discuss marketing strategy, while Travis has taken the brand on the road during his whirlwind offseason.
A fast climb in a shrinking market
Garage Beer generated less than $20 million in revenue in 2024. By the close of 2025, the figure is projected to triple, reaching as high as $70 million. Distribution has spread to all 50 states, and production volume is expected to hit 300,000 barrels, a mark that could land Garage in the Brewers Association’s top 20 craft breweries list.
Still, the climb gets tougher from here. Light beer remains dominated by titans like Michelob Ultra and Busch Light. Younger drinkers continue to drift toward canned cocktails and THC-infused beverages. The Kelces and their partners will need to prove that Garage Beer is more than a novelty surge.
For now, though, they’ve pulled off something rare: a beer brand that feels bigger than beer. And they aren’t stopping there.
From beer cans to the gridiron
In June 2025, Garage Beer announced a stake in The Arena League’s St. Joseph Goats, a team just 50 miles north of Kansas City, the city Travis Kelce calls a second home. The move was framed not as a sponsorship but as true ownership.
The Goats will take the field in Garage Beer-branded uniforms, fans will have access to exclusive merchandise and behind-the-scenes content, and the Kelce brothers will have an active hand in the team’s growth. The ownership group also includes Chiefs great Christian Okoye, Gates BBQ CEO George Gates II, and longtime Kansas City radio voice Steven St. John.
The Kelces call it “more than a sponsorship,” and in many ways, it’s an extension of the ethos that has defined their careers.
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