Garage Beer Builds Story-Driven Brand with Travis & Jason Kelce, Chuck Liddell

Quick listen: BREWMITE II proves absurdity sells — if the brand world is built right.

Garage Beer returns with BREWMITE II, a two-part martial arts mini-movie premiering August 7 and August 14 on the brand’s social platforms.

It stars Jason and Travis Kelce, with the special appearance of UFC legend Chuck Liddell. 

Garage Beer is taking brand storytelling into full‑on entertainment mode and is fueling its explosive growth.

In April, Garage Beer launched BREWMITE, a retro martial arts parody featuring Jason in a dojo battle for a mythical beer prize.

The film combined 80s‑style storytelling with lo‑fi charm, earning over 7 million views.

Fast forward to the present, and BREWMITE has become a branded universe.

The sequel expands with Travis' debut, Liddell’s climactic showdown, and deliberate Easter eggs voiced by radio and wrestling personalities.

“We leveled up the universe in Part 2. More fighters, more absurdity, but still grounded in the same lo-fi, VHS-core aesthetic that makes Brewmite feel like a lost cultural artifact,” Director Jordan Phoenix said in a press release.

“Jason brought the heart to Brewmite. He’s the everyman hero in a world full of maniacs, and somehow still the craziest one of all.”

BREWMITE II underscores a broader shift in consumer expectations: audiences increasingly demand shareable stories instead of commodity advertising.

Brands that become storytellers rather than just sellers can win enduring attention. Garage Beer’s brand world offers a compact blueprint for community-driven, episodic content tied to merchandising and live events.

“We built a fake underground beer tournament starring real people who could actually kill us,” said Corey Smale VP of Marketing.

“Part 1 was the origin story. Part 2 is pure chaos. More characters, more punches, more beer — but still zero sense.”

Kelce Enters the Ring, Chaos Follows

The one-minute spot starts with Jason and Travis Kelce walking into a fighting ring.

A voice-over starts to narrate: “Jason faced the impossible: mastering balance, precision, and beer.”

As his nerves start building before he enters the ring, Travis doesn’t really help with comments like “I saw your training video; I’ve got a feeling you’re gonna get your ass kicked."

All the while, scenes of Jason’s “training” appear in a montage of various physical activities, including training with katanas.

The spot then shows Jason fighting against a myriad of opponents until he comes face to face with the former mixed martial artist, Liddell.

At the same time, the narrator continues: “The warrior was finally ready to compete in the Brewmite,” just before Kelce is seen knocking Liddel off the ring with one punch.

Travis exclaims, “That was not in the training video!” before the spot ends with the date for the official in-person premiere of Brewmite on August 16 at The Colonial Theatre.

Our Take: What Makes a Brand Story Worth Revisiting?

Garage Beer’s BREWMITE II pokes fun at martial arts films and traditional ads.

It works because the brand built its own world, and its absurdity lands because it's grounded and consistent.

The lesson: don’t just tell one story. Build a series, bring back characters, use inside jokes, and let fans know it’s you before the logo shows.

It also proves you don’t need slick production. The lo-fi style, in-jokes, and team-made feel are part of the draw. Today’s viewers trust real over perfect.

And the merch matters. A surprise hoodie or VHS tape beats most ad spend when it feels personal.

To recap:

• Build mini-series narratives: Consider episodic or serialized storytelling tied to brand identity.
• Trust amateurs with production: Low-fi, co-created content can feel more authentic than polished ads.
• Merge merch with storytelling: Limited drops tied to content can deepen engagement more than traditional promos.

The bottom line: Garage Beer turned a joke into a franchise by staying consistent, self-aware, and fan-focused.

Not every brand needs a universe. But if you’re going to tell a story, make it worth returning to.