Beer advertising can be good. This beer advertising is great. Garage Beer has launched a sixteen-minute Western film – just to announce that it’s now in bottles.

Clearly bottles matter to the brand. “While bottles have existed for ages, they’ve never existed with Garage Beer inside their beautiful amber-brown glass walls. And these aren’t just any bottles, they’re quite beer-bottle-looking. Stubby, but not stout. Sturdy. Snug. Perfectly balanced. The kind of bottle that just feels right in your hand. Someone smarter than the person who wrote this might even call them ‘ergonomic’.”

Why an epic film to launch new packaging? “Because when we launch something cool, we make sure to do it in the dumbest way possible,” is the brand’s bonkers reason. And because the brand has done it before, presumably successfully. Previous Garage Beer feature films are Brewmite (actually comedic, high-stakes martial arts-themed features in which “The world’s fiercest fighters come from every corner of the earth to fight for the Golden Garage”. The Final Brewmite is 17 minutes); and Thermal Buzz (“a cinematic parody of Predator — except dumber, sweatier, and filled with more beer”).

And Garage Beer co-owner, Jason Kelce, stars in all of them. The Last True Cold One was shot on the famous Mescal Movie Set (Tombstone, The Outlaw Josey Wales, The Quick and the Dead), and directed by Jordan Phoenix. Former US football player, Beau Allen, takes up an acting role again, while Jason’s wife, Kylie Kelce, makes a debut performance.