‘We Want Your Pee’: Jason Kelce Tackles AI Data Centers in Unorthodox Garage Beer Campaign

(Photo: Garage Beer/Youtube)

Jason Kelce wants your pee. Terms and conditions apply.

In the latest of a series of marketing stunts that have helped turn it into one of the fastest-growing alcohol brands in the country, the Kelce brothers’ Garage Beer has joined forces with Liquid Death for a limited-edition merch item mocking AI data centers.

Earlier this week, the retired NFL player starred in a 90-second clip in which he relieved himself into the brand’s so-called Data Center Coolant Collector: A resealable mason jar with a handle for easy lifting attached to the side. The video then transitions into a musical number as Kelce, Liquid Death’s Murder Man mascot and a gaggle of side characters parade through a field holding suitcases, gallon jugs, fish bowls and more filled to the brim with urine.

“AI data centers waste millions of gallons of water,” Kelce says. “That’s why Liquid Death and Garage Beer decided to team up. We want your pee. To cool these data centers.”

Why AI, you ask? According to Liquid Death VP of Creative Andy Pearson, opposition to data centers is “literally the one thing” that unites consumers across all political spectrums. Environmental organizations warn that large data centers can consume up to five million gallons per day, equivalent to the water use of a town populated by 10,000 to 50,000 people. Polling suggests that over 60% of Americans strongly oppose local data center development, up from a mere 24% a year prior.

Comedian Sabrina Jalees came up with the idea for the campaign in a Liquid Death writers’ room, and it later came to fruition when the sparkling water maker teamed up with Garage Beer.

“We have a lot of affinity for what those guys are doing: they’re doing comedy, and they’re also an indie trying to break into the mainstream,” Pearson told Marketing Dive. “We’re positioning our energy drink as a light beer of energy — it’s fewer calories, it’s lighter, it’s more drinkable — so that was the strategy.”

The mason jars hit the internet at $18 a piece and sold out within hours of the announcement video. The jars will, presumably, be used to store beer and water, not urine, as the product description tactfully adds: “the suits want us to tell you to please don’t actually send your pee.”

Travis and Jason Kelce signed on as majority owners of Garage Beer in the summer of 2024. Their involvement has helped turn the Ohio-based brand into the third-fastest-growing beer in the United States, outpaced only by Pacifico and Michelob Ultra.

Though the brewer has hit the market with a blitz of podcast appearances, cheeky merchandise drops and celebrity co-signs, its beer portfolio has remained relatively streamlined. The brand’s only two permanent offerings are its Classic and Lime, both 4%-ABV light lagers. There’s also Garage Beer Apple, but that’s only available while supplies last in Ohio and Arkansas.