Weber launches Kettle Crew, a community for live-fire creators
Weber’s new US programme brings 18 pitmasters and creators together for year-round learning and community. It is a brand initiative, not a new grill launch or an open European application.
On 1 September 2026, Weber announced Kettle Crew, a community for pitmasters, content creators and brand advocates who share an interest in live-fire cooking. The first group includes 18 founding members in the United States.
Weber says the programme will offer year-round activities intended to build members’ cooking and content-creation skills through a private digital community. The company says it selected members for the quality and consistency of their work, authenticity and contribution to an active community; follower count was secondary.
For readers, the important distinction is scope: this is a community and creator programme, not a new cooker or a public competition. Weber describes a US launch and says it expects the community to grow deliberately. European creators should wait for a direct announcement before assuming applications are open in their country.
The move shows how equipment brands are investing in education and peer communities alongside product launches. Whether that creates lasting value will depend on how consistently members can participate and what practical learning the programme provides.
Image: official Weber brand illustration.