Outlaw Mile Hi Light Beer, produced by Tivoli Brewing, has partnered with country music singer HARDY to expand its business nationally. The brand, founded by Ari Opsahl, aims to challenge established players like Bud Light and Coors Light in the light beer market. Opsahl highlighted the dominance of these brands in the market, with barriers preventing new players from entering.
Light beer accounts for a significant portion of beer consumption in the U.S., with North America leading the global market. Regional breweries like The Boston Beer Company are also introducing new light beer options, reflecting the growing demand for these products. HARDY’s equity partnership with Outlaw, facilitated by Get Engaged Media, demonstrates a strong alignment in brand values and target market.
Outlaw’s market strategy includes a focus on brick-and-mortar retailers, offering distributor autonomy to increase brand awareness quickly. The brand’s Kölsch style beer is brewed with quality ingredients and has gained popularity since its launch in 2022. Opsahl credits their approach of engaging directly with consumers as a key factor in their rapid growth. By onboarding HARDY as a brand ambassador and shareholder, Outlaw expects to further enhance brand recognition through digital and traditional marketing efforts.
The launch of Outlaw comes at a time when non-alcoholic beverages, such as non-alcoholic beer, are gaining popularity globally. The market for non-alcoholic beverages is expected to reach $45 billion in revenue by 2033, with a significant increase in sales reported in the U.S. Opsahl acknowledges the potential for Outlaw to tap into the non-alcoholic segment, but also highlights potential challenges due to price pressures and inflation. Despite these challenges, he remains confident in the brand’s product and team to continue growing rapidly.
In an exclusive interview, HARDY expressed his love for light beer and his excitement to partner with Outlaw. He believes the brand’s fresh flavor and outdoor appeal will resonate with consumers, particularly hunters and fishermen. With Outlaw’s focus on quality and innovation in the light beer market, HARDY’s partnership as a brand ambassador and shareholder is expected to bring increased visibility and recognition to the brand.
The collaboration between Outlaw Mile Hi Light Beer and HARDY represents a strategic move by both parties to leverage their respective strengths and target a growing market for light beer. With the continued expansion of Outlaw’s presence in retail stores across the U.S., as well as its foray into the non-alcoholic beverage market, the brand is poised for further growth and success in the competitive beer industry.
