Garage Project is an innovative Wellington-based craft brewery renowned for its highly creative, experimental beers and artistic, collaborative label designs.
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See all ads on AdLibrary →Garage Project is an independent Wellington craft brewery founded in 2011 by brothers Ian and Pete Gillespie and Jos Ruffell. Known for 300+ experimental recipes spanning lagers, IPAs, sours, and wild ferments, they operate three sites and sell via a DTC webstore that turns every limited drop into a collector event. Also searched as Garage.
Garage Project's advertising is built around scarcity and community. Rather than broad awareness buys, the brand uses email drops and organic social to announce limited releases, driving traffic directly to their DTC webstore. The collector-event framing — reminiscent of sneaker drops — creates urgency without heavy paid spend. Browse their active creatives at Ad Library.
On Instagram, Garage Project leans into striking label art and behind-the-scenes brewery content that appeals to craft beer enthusiasts. Facebook supports event-style posts for new releases and taproom happenings. Paid spend is modest — the brand relies on earned audience loyalty built over 300+ beer releases to drive DTC conversion without heavy ad budgets.
Copy themes revolve around the story behind each beer: the ingredients, the inspiration, the brewing technique. Label art doubles as ad creative — visually bold and collectible. Limited-edition language ('only available this weekend', 'batch sold out') runs through both organic and paid copy to reinforce scarcity.
Garage Project demonstrates that a content-rich, drop-model DTC strategy can outperform traditional paid social in a niche category. By treating each release as an event, they maintain high email open rates and repeat purchase cycles. The lesson: when your product has story depth, let the story do the heavy lifting and reserve paid media for amplification, not acquisition.
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