As Labor Day Weekend approached, Friday Beers took to Instagram to initiate what they assumed was a highly sophisticated operation: Operation “Commence Suckdown.” With 1.3 million followers hanging on their every word (because who doesn’t want to be commanded by strangers on social media?), they posted a dazzling montage of movie clips—from classics like Happy Gilmore and gags from The Office—layered with the subtle energy of a caffeinated toddler’s announcement.
The gist? Viewers were instructed to crack open a beer and unleash chaos. Because nothing says “health and wellness” quite like a collective event based on getting tipsy in unison.
Followers, unfazed by the sheer genius of this call to arms, bombarded the account with their interpretations of “The Crazy Legs Striano,” a dance move that looks suspiciously close to a person trying to shake off a sudden case of frostbite. Naturally, Friday Beers repackaged the results for Instagram Stories. For those keeping score, the original video racked up over 300,000 views—proving that at least 300,000 people haven’t yet learned the value of self-restraint.
What began as a quirky escape for two brothers from their corporate ennui has blossomed into a full-fledged entity, complete with six Instagram accounts—because why stop at one when you can dilute your brand across multiple platforms? With nearly 2 million followers combined, they’ve since diversified into a range of ventures, including a merchandise empire—a seven-figure cash cow for the family.
Now, Hollywood is knocking on their door (probably via a very confused intern). Under the auspices of management firm Mosaic and the talent-placating juggernaut WME, they’re busy schooling the industry on how to develop TV projects that combine their unique brand of party humor with the sophistication of a frat house’s last-minute karaoke contests, including a scripted comedy with none other than Adam Sandler’s production team at Happy Madison.
Capturing the ‘Universally Relatable’ Moments
In a content-hungry world where Instagram has usurped both YouTube and comedy clubs in the pecking order, Friday Beers isn’t the first social media account to snag a TV deal. For every successful $h*! My Dad Says, there are ghost projects lurking in the halls of expired ideas—think of the cadaverous remains of “Dear Girls Above Me.” However, industry insiders see glimmers of potential in Friday Beers, pointing to their knack for storytelling beyond the obligatory beer humor (who knew there was such a thing?).
“I’m always hunting for those universally relatable periods in life,” mused Happy Madison’s Head of Television, Matt Mosko, after having his life irrevocably altered by a DM containing one of the brothers’ posts. “Friday Beers nails that awkward phase of figuring out life while incessantly questioning if it’s time to hit the bar yet.”
The Barrett brothers, having spent years refining their comedic angst, originally tried their hand at a sketch comedy project called “20 Something.” It amassed an impressive following of a few thousand—basically the equivalent of suggesting you have 400 friends on Facebook, none of whom actually matter. In late 2019, Jack decided to abandon all remnants of decorum at his experiential entertainment job, while Max plucked away at ad copy, conjuring heartfelt jingles for brands he secretly loathed.
Welcome to the Universe of Friends You Didn’t Ask For
For newcomers diving into the Friday Beers universe, scrolling through the content is akin to crashing a private joke fest where you weren’t invited. Phrases like “Commence Suckdown” function as secret codes from their former life, repackaged for public consumption. But don’t fret; soon you’ll be laughing at inside jokes about drinking that you’d previously dismissed as juvenile humor.
Fans quickly caught onto the account’s specific blend of pop-culture-infused banter and whimsical character archetypes, including Dooley, the beer-obsessed champion of Friday nights, and The Big Fella, who seemingly lives in the local pub’s men’s room. There’s also Fringe Guy—roughly equivalent to that hanging participant who shows up in group chats uninvited.
But amidst the gags and antics, the Barrett brothers had a meatier crisis during the pandemic—an apparent death sentence for a brand that thrives on social interaction. Still, they emerged from the ashes, claiming the pandemic’s silver lining was realizing that people did, in fact, need their unhindered laughs. “It wasn’t about rallying a drinking crowd; it became about just wanting to giggle through the curtains of a global crisis,” quipped Max.
As they amp up their plans for dominating the multimedia landscape, the brothers have ambitiously crafted a podcast network. Coming this July: sketch comedy’s “Welcome to Friday,” featuring a lineup of stars over celebratory pints, and a golf podcast that might just be the world’s most subdued, male-dominated discourse since the dawn of reality TV.
Characters Crafted for the Big Time
Yet, the Barrett brothers clarify: “We’re focused on creating comedy that doesn’t punch down.” So far, they’ve managed to navigate the choppy waters of social media without succumbing to the fratty quagmire that Barstool Sports has found itself mired in. Their ethos is delightful; let’s chuckle at ourselves while feasting on cheesy puffs, complete with a side of unresolved adulthood.
Oh, and they just launched a record label. Yes, you read that right. Frying pan to fire—a real-life DJ (no jokes, he’s actually named DJ Press Play) is now part of their burgeoning legacy along with the aforementioned Happy Madison collaboration. “We’ve crafted something uniquely dumb but relatable, and now we have the connections to get this on screens much bigger than your crammed Instagram feed,” said Jack, diligently ignoring the logical social constructs we assumed limited them. Truly, it’s a wild ride in the realm of unlikely success stories.
