Outlaw Light, a beer brand by Tivoli Brewing, has seen remarkable growth since its launch in Colorado in 2023. Led by CEO Ari Opsahl, the brand has strategically expanded sales and distribution, aiming to reach a nationwide audience by producing 200,000 barrels by the year’s end. Opsahl attributes this success to meticulous planning, a focus on branding, and a commitment to quality ingrained in Tivoli’s brewing legacy.
What sets Outlaw Light apart is its distinction from typical private-label products associated with celebrities or big distributors. Opsahl emphasizes that Outlaw is a beer owned and brewed by Tivoli Brewing, ensuring a cohesive approach across all aspects of the business, from operations to marketing. This unity has allowed Outlaw to maintain high quality standards while expanding into various states and securing partnerships with major retailers like Walmart, Costco, and Kroger.
Opsahl reveals that Outlaw’s strategy from the outset was to create a brand that competes not just on price but on taste and overall appeal. Conducting numerous blind taste tests against leading light beer brands and incorporating consumer feedback were pivotal in refining both the beer and its packaging. By prioritizing consumer preferences over internal opinions, Outlaw has been able to resonate with its target market effectively.
Opsahl sheds light on the brand’s growth trajectory and the underlying philosophy that propels Outlaw’s success. He emphasizes the importance of strategic partnerships based on shared values and long-term vision, rather than solely focusing on financial gains. By aligning with partners who understand and support their mission, Outlaw has been able to navigate the competitive beer market with resilience.
Regarding retail strategy, Opsahl explains that Outlaw first established a presence in Colorado’s independent retail sector before approaching national chains. By demonstrating consumer demand and brand loyalty, Outlaw secured prominent shelf placements in major retailers through a proactive and resource-backed approach. This commitment to building meaningful relationships with retailers has been crucial in Outlaw’s retail expansion.
Opsahl delves into Outlaw’s cultural marketing initiatives, highlighting the brand’s involvement in music festivals, national tours, and motorsports. He discusses the challenges of measuring ROI in the alcohol marketing space and emphasizes the importance of consumer engagement and authenticity in evaluating the success of such activations.
Outlaw’s collaboration with music artists HARDY and Koe Wetzel as equity partners is rooted in authenticity and shared vision. Opsahl stresses that aligning brand values among the product, artists, and consumer experience is paramount to building a genuine connection with consumers. The partnership goes beyond mere endorsement, with the artists investing in the brand, reinforcing the alignment of values.
Opsahl details the internal structure of Outlaw’s leadership and marketing teams, emphasizing a culture of ownership, urgency, and open debate. This agile and transparent approach enables the company to navigate rapid growth phases while fostering innovation and alignment across teams. The emphasis on quick decision-making and collective support ensures that Outlaw remains focused amidst its rapid expansion.
As Outlaw continues its growth trajectory, Opsahl discusses the balance between independent expansion and potential strategic partnerships or acquisitions. While remaining focused on growth at present, he acknowledges the possibility of future alignments with larger entities. However, the primary goal remains centered on delivering exceptional light beer to consumers, underscoring the brand’s perseverance and commitment to its mission.
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