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| From left to right: HARDY, Ari Opsahl and Koe Wetzel. As Outlaw Light Beer surges into 2025 as America’s fastest-growing domestic light beer, the brand continues to gain national momentum through high-impact partnerships, including with music powerhouses HARDY and Koe Wetzel. (Photo credit: Outlaw Light Beer) |
Beloved light beer brand leverages Q1 success and national partnerships to fuel rapid expansion
across the U.S.
DENVER, CO May 12, 2025 Outlaw Light Beer is rewriting the playbook for domestic light beer, proving that a challenger brand can shake up a legacy category. Brewed by Tivoli Brewing Company in Denver, Colorado, Outlaw has entered 2025 at full throttle, doubling its first quarter sales-to-retailer volume performance (case equivalents) from last year and pushing toward coast-to-coast availability by year's end.
Outlaw Light originally launched in the state of Colorado in 2023. Shortly thereafter Republic National Distributing Company acquired the brand rights within the state of Colorado which propelled expansion markets. Over the last 18 months, Outlaw has seen explosive sales growth of 5x, secured distribution in 45 states, will be nationwide by the end of the year and built an incredible distributor network including AB InBev, Molson Coors, Constellation network partners. Increasing sales volume and developing new retail partners brought Outlaw to the forefront for consumers. Outlaw is now projecting a 200,000 barrel annual run rate for 2025.
Strategic placements in national retailers like Walmart, Costco, Safeway, Whole Foods, Kroger, Trader Joe's, Harris Teeter, Loew's Foods, HEB, and Albertsons — alongside C-store placements in Circle K, Buc-ee's, QuikTrip and Murphy USA — have fueled the surge. In just the first few months of the year, new distribution deals have been inked in key markets like Texas, Florida, Michigan, Minnesota and Nevada, with California, Utah, Iowa, Virginia and West Virginia set to follow.
Outlaw's success can be accredited to Outlaw teammates, investors and their life-long relationships, many of whom are globally recognized in the world of business, philanthropy, entertainment and sports. When these components are paired with a crystal clear consumer thirst for a new light beer, Outlaw is America's next domestic light beer. The Outlaw team bleeds blue and gold and believes in being a part of the communities in which it serves. Through charitable contributions as well as several partnerships with nonprofit organizations — the brand and its team continue to hold its communities as a top priority.
"Outlaw's rise isn't luck — it's been earned through relentless focus, Outlaw hustle and a product that delivers every time," said Opsahl, CEO of Outlaw and Tivoli Brewing Co. "We set out to make a light beer that punches above its weight — full of flavor, priced right and built for the people who live life their own authentic way. We're not chasing fads, but instead answering real demand. We're building something sustainable — a national brand rooted in genuine connection."
With a growing fanbase, deepened investor interest and a seasoned team at the helm, Outlaw is poised to enter its most defining chapter yet — not just as the country's fastest-growing domestic light beer, but as one of the boldest brand stories in beer today.
Earlier this year, the brand secured one of its biggest partnerships yet with Texas-born country-rock powerhouse Koe Wetzel — not just as a spokesperson, but as a true equity partner. In 2024, Outlaw also partnered with multi-Platinum recording artist HARDY, who joined as both shareholder and ambassador. With HARDY's upcoming 2025 JIM BOB World Tour, Outlaw is infusing live music with exclusive merch drops and immersive fan experiences, turning concerts into cultural brand moments. Furthermore, having Big Loud Records as an equity partner has ensured laser focus on Outlaw's growth alongside the incredible musicians listed above.
Additionally, this year Outlaw has strengthened its ties in live music through new festival partnerships. After emerging as the top-selling adult beverage at the Jackson Hole Rendezvous Festival, the brand built on that momentum by joining on as the official beer of the 2025 Outlaw Music Festival Tour. With a roster of iconic artists, the tour represents a major milestone in Outlaw's growing presence across the national music scene.
"As soon as I heard the name Outlaw, I thought, 'Yeah, that sounds about right.' It felt like something made for me and my fans," said Koe Wetzel. "What I love about the brand is that it's not pretentious — it's just good beer, plain and simple. It's smooth, easy to drink and fits the lifestyle we live and how our fans live. That's why I took an equity stake. I believe in what we're building, and I'm here to help shape it and grow it the right way. We're going to make some noise and take this brand to new heights."
Outlaw's momentum extends into motorsports, where it emphasizes its presence on the track as a proud brand partner of one of its investors, Elite Motorsports, which has won 11 World Championships backing NHRA drag racers such as Jerry Tucker and six-time world champion Jeg Coughlin Jr. Outlaw also sponsors NASCAR driver Jeffrey Earnhardt, from the legendary NASCAR Hall of Fame Earnhardt family, further expanding its visibility across major racing circuits. Beyond motorsports, Outlaw is also increasing its influence in emerging sports as the official light beer sponsor of the 2025 US Open Pickleball Championship.
But behind the celebrity clout is a brand rooted in community. Whether it's investing in local events, supporting veterans or celebrating hometown heroes, Outlaw consistently shows up for the people who fuel its mission.
For more information, visit OutlawBeer.com. To find an ice-cold Outlaw near you, visit OutlawBeer.com/where-to-buy/.
ABOUT OUTLAW LIGHT BEER
Brewed by Tivoli Brewing Company, Outlaw Light Beer represents a legacy of resilience, innovation and craftsmanship. With roots dating back to 1859, Tivoli has endured Prohibition and natural disasters, emerging stronger each time to create exceptional beers. Outlaw embodies this spirit with its crisp, easy-drinking and refreshing profile, designed for those who appreciate hard work and good times. More resilient than the average beer company and more fun, Outlaw is a celebration of dreamers and doers, crafted with pride for everyone's enjoyment. For additional information, please visit OutlawBeer.com or follow along on Instagram and Facebook.
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