Braxton Brewing Co. has made the move to spin off its most popular beer into its own company, creating Garage Beer Co.
To help spur expansion focused on growing distribution, sales, and notoriety, Braxton formed a partnership with veteran marketer Andrew Sauer. Sauer has experience working with Jim Beam, JM Smucker Company, and most recently Hilo Nutrition, which he launched.
Garage Beer is the No. 1 selling craft lager brand in Ohio, Kentucky, and Tennessee, and has been the top seller for Braxton since they launched it as a cost-friendly option for those who were looking for “beer flavored beer”.
Braxton is hoping to grow Garage Beer beyond its current regional footprint, and the beer branding got a slight makeover as well as an updated liquid inside the can.
“We’ve learned that it takes a unique skillset to grow a brand beyond your regional footprint, and instead of going at it alone a partnership made the most sense. We wanted to instead take the equity that was there and expand it outward – and we’re doing just that,” said Jake Rouse, Co-Founder and CEO of Braxton Brewing Co. in a press release.
Garage Beer will still be produced by Braxton at their multiple breweries in Northern Kentucky and Ohio.
To launch the new Garage Beer Co., Braxton will have it available to sample this weekend at the Cincy Beerfest and they will also be holding a launch party at their Covington taproom on Feb. 18.