Garage Beer Launches ‘Chill Drill’ That Cools Cans Like a Power Tool

Garage Beer is back with another invention nobody asked for. But it's something plenty of fans will want anyway.

The light beer brand co-owned by Jason and Travis Kelce has introduced the “Chill Drill,” a power drill that has one sole purpose: rapidly chill a can of beer.

The launch continues the brand's streak of intentionally ridiculous inventions following earlier drops like the “BeerBed” and the “CanHeld Rake.”

This time, instead of building furniture, this device spins a beer can inside an ice-filled chamber to cool it down in seconds.

The brand is releasing a limited run of the product through its merch store, with only 50 units available for purchase. 

The other 10 will be given away through the brand’s social channels (@drinkgaragebeer) starting March 6.

The idea sits squarely within the brand’s identity, which involves everyday tools reimagined for beer drinking.

"We love creating objects that promote chaos and solve problems," said Corey Smale, CCO at Garage Beer.

"The Chill Drill lives in that sweet spot between satire and reality, which is where most of the best worst ideas happen."

While the product is intentionally comedic, the creative marketing thinking behind it is straightforward.

When you make simple merchandise into shareable objects, you're able to keep your audience engaged between larger promotions.

The Chill Drill arrives as Garage Beer continues posting heavily after the 2026 Super Bowl, with the Kelce brothers still prominent figures in football culture.

How the Chill Drill Works

Visually, the device resembles any other cordless drill you can find in your garage.

However, instead of a drill bit, it contains a rotating sleeve designed to hold a beer can.

When activated, the mechanism spins the can inside a container filled with ice and water.

The motion rapidly circulates cold water around the aluminum, reducing the time it takes for the beer to chill. A hero spot demonstrates this.

In the clip, the drill is handled like a construction tool before revealing that its only real “job” is cooling beer, mirroring the brand's earlier parody-style product launches.

The limited run also doubles as a merch activation.

Fans who miss the giveaway can still purchase the device through Garage Beer’s online store while supplies last.

Outside of physical products, the company has also grown its content footprint.

Garage Beer recently launched a weekly social media series featuring Jason Kelce, where the former NFL star appears in comedic skits tied to the brand’s inventions and promotions.

It's a strategy that helps keep the brand visible even when it isn’t releasing new beverages, turning entertainment and collectibles into an ongoing marketing engine.

Garage Beer’s Growing Line of Joke Products

The Chill Drill stunt highlights how out-of-the-box ideas can translate to product innovation and sustain constant visibility:

• Limited-edition merch releases can generate organic attention when paired with social giveaways and short-run product drops.
• Brand personalityexpressed through recurring joke inventions helps audiences quickly recognize tone and humor across campaigns.
• Celebrity ownership tied to content and product launches can amplify visibility when recognizable figures appear in the storytelling.

For brands considering engaging social content, Garage Beer's innovative antics are proof that this format can be impactful. 

Our Take: Can Ridiculous Ideas Build Serious Brands?

Garage Beer understands something a lot of marketers forget, and that's how people share things that make them smile.

The Chill Drill is ridiculous, sure, but it’s also a physical manifestation of the brand’s humor.

When we see it, we instantly understand what Garage Beer stands for. No slogans needed.

Beer commercials tend to be predictable, so sometimes the smartest move can be to build something weird, and then just let the internet do the rest.