Outlaw Mile Hi Light Beer, a creation of Tivoli Brewing, is making waves in the light beer market by challenging established giants like Bud Light and Coors Light. Designed to disrupt the traditional norms of the industry, Outlaw aims to offer consumers a fresh and unique alternative in the sea of mainstream light beers. The mastermind behind this innovative brand is Ari Opsahl, a Yale graduate and former Vice President of Anheuser-Busch InBev, who took on the role of CEO at Tivoli Brewing in 2021. Opsahl recognized the untapped potential in the light beer market and saw an opportunity to introduce a new player that could compete with the long-standing incumbents.
Light beer accounts for a significant portion of beer consumption in the United States, with a staggering 39.8% share of the market. The North American region dominates the global light beer market, with popular brands like Bud Light, Corona Extra, and Miller Lite leading the way. Regional breweries are also stepping up their game by introducing their own versions of light beer, catering to the evolving preferences of consumers. The introduction of Outlaw Mile Hi Light Beer comes at a time when the market is ripe for innovation and disruption, offering consumers a new and exciting option in the light beer category.
In a strategic move to accelerate its national expansion, Outlaw Mile Hi Light Beer has joined forces with country music singer HARDY. The collaboration, facilitated by Get Engaged Media, aims to leverage HARDY’s authenticity and influence to drive brand awareness and engagement. HARDY, a Mississippi native with a deep-rooted connection to beer culture, resonates with the values and mission of Outlaw Mile Hi Light Beer. His personal affinity for light beer and outdoor activities aligns perfectly with the brand’s identity, making him an ideal ambassador for the product.
Outlaw Mile Hi Light Beer sets itself apart from the competition with its distinct brewing process. Brewed in the style of a Kolsch, a German beer known for its crisp profile, Outlaw uses pilsner malt and a special German hybrid yeast to achieve a high-quality product. The brand prides itself on its quick turnaround time, from grain to can within a week, ensuring freshness and consistency in every batch. With a moderate ABV of 4.2% and only 105 calories per can, Outlaw appeals to health-conscious consumers looking for a light and refreshing beverage option.
Since its launch in 2022, Outlaw Mile Hi Light Beer has adopted a “boots on the ground” approach to market penetration. By focusing on brick-and-mortar retailers and granting distributors autonomy, the brand has rapidly increased its visibility and availability across the country. With placements in major retail chains like Walmart, Costco, and Circle K, Outlaw has successfully expanded its reach to over 40 states in a short period. CEO Ari Opsahl attributes the brand’s early success to this hands-on strategy, emphasizing the value of in-person engagement over digital marketing in building brand loyalty.
As the popularity of non-alcoholic beverages continues to rise, the beer industry is experiencing a shift towards more diverse and inclusive product offerings. Outlaw Mile Hi Light Beer recognizes the potential of tapping into the non-alcoholic segment while staying true to its core identity as a craft beer brand. With global market projections estimating significant growth in non-alcoholic beer revenue, Outlaw is well-positioned to cater to changing consumer preferences and emerging trends. By combining traditional marketing strategies with digital innovation, Outlaw aims to establish itself as a frontrunner in the evolving landscape of the light beer market.