Jason Kelce is adding another title to his post-NFL résumé — and this one comes with a lab coat.
Per Reel360, Garage Beer has officially launched Garage Labs, a six-week social content series designed to roll out weekly under the banner “Thank Garage It’s Friday.”
The campaign positions Kelce as a self-styled “beer scientist,” leaning into short-form digital content that blends humor with product marketing across the brand’s social channels.
At its core, Garage Labs is structured as an ongoing content drop, with new episodes released every Friday. Each installment features Kelce experimenting with unconventional — and often questionable — methods tied to beer culture.
The debut episode, titled “Cold Cranker,” shows Kelce attempting to supercharge the cooling process by connecting a can of Garage Beer to a car battery. The results are less about scientific accuracy and more about entertainment value.
Another early segment introduces the idea of powdered beer, which quickly proves impractical when consumed straight. The series makes no attempt to present these as legitimate innovations; instead, it leans into exaggerated “lab” scenarios that highlight personality-driven content.
While the tone is intentionally absurd, the company maintains that there is real craftsmanship behind the product itself, referring to Garage Beer as “the world’s most beer-flavored beer.”
The campaign was developed in-house under Chief Creative Officer Corey Smale, with direction from Jordan Phoenix. Kelce was also directly involved in shaping the creative direction.
The rollout signals a broader shift for both Kelce and the brand. Since becoming a major investor in Garage Beer in 2024 alongside his brother Travis, Kelce has increasingly taken an active role in marketing.
That strategy aligns with the brand’s stated goal of bringing “old school beer marketing” into a modern, social-first environment. Future episodes are expected to expand on that approach, including a planned storyline around a fictional product recall for beer being “too beer flavored,” as well as a March Madness-themed collaboration featuring a high-profile college basketball figure.
