Outlaw Mile Hi Light Beer, a product of Tivoli Brewing, the oldest brewery in Colorado, has entered into a strategic partnership with country music artist HARDY to expand its presence nationwide. This move is aimed at disrupting the dominance of major players such as Bud Light and Coors Light in the light beer market. The CEO of Tivoli Brewing, Ari Opsahl, who is a Yale graduate and a former Vice President of Anheuser-Busch InBev, sees a huge opportunity in the light beer category. Opsahl believes that the outdated brands have created significant barriers for new entrants, making it difficult for smaller players to compete on a national scale. According to Straits Research, light beer holds a substantial market share in the U.S., with top-selling brands like Bud Light and Corona Extra leading the pack. Regional breweries are also making their mark in the light beer segment, with companies like The Boston Beer Company introducing new offerings to cater to evolving consumer preferences.
HARDY’s collaboration with Outlaw Mile Hi Light Beer, facilitated by Get Engaged Media, is seen as a strategic move to drive brand awareness and engagement. HARDY, a native of Mississippi, has a strong affinity for light beer, citing its popularity in his hometown. In an exclusive interview, HARDY expressed his enthusiasm for Outlaw’s commitment to innovation and breaking the norms in the beer industry. He resonated with the brand’s ethos of offering a fresh and distinctive flavor that appeals to outdoor enthusiasts like hunters and fishermen. The equity partnership with HARDY aims to leverage his influence in the country music scene to reach a wider audience and strengthen Outlaw’s market position.
Outlaw Mile Hi Light Beer sets itself apart by adopting a unique market strategy focused on in-person interactions and retail presence. Brewed as a Kölsch, a German-style beer known for its crisp profile, Outlaw maintains top-tier quality by utilizing special German hybrid yeast and pilsner malt. The brand’s distinctive navy-colored cans with a golden elk head symbolize its Colorado roots and premium quality. Since its launch in 2022, Outlaw has gained traction in over 40 states, thanks to its strategic partnerships with major retail chains like Walmart and Costco. Opsahl credits the brand’s rapid growth to its ‘boots on the ground’ approach, emphasizing the importance of personal interactions and brand ambassadors in driving consumer engagement.
As the demand for non-alcoholic beverages continues to soar globally, Outlaw Mile Hi Light Beer is well positioned to tap into this growing market segment. With players like Heineken, Athletic Brewing, and Budweiser Zero leading the way, the non-alcoholic beer market is projected to reach $45 billion in revenue by 2033. In the U.S., the sales of non-alcoholic beer have witnessed a significant surge, reflecting changing consumer preferences and health-conscious trends. Opsahl sees an opportunity for Outlaw to capitalize on the non-alcoholic segment, recognizing the shift in consumer behavior towards healthier beverage options. However, he acknowledges the challenges posed by pricing pressures and inflation in sustaining the growth of non-alcoholic beer brands.
Outlaw Mile Hi Light Beer’s strategic partnerships with key stakeholders like HARDY and its innovative market approach position the brand for long-term success in the competitive light beer market. By challenging the status quo and embracing new trends in the beverage industry, Outlaw is set to carve a niche for itself and become a prominent player in the evolving beer landscape.
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