You’d be hard-pressed to find a celebrity that doesn’t have a brand deal. But Koe Wetzel’s new partnership is far from a traditional endorsement. For the Texas-born country rocker, his venture with Outlaw Light Beer is much more personal. It’s a reflection of his story, his values, his lifestyle, and his identity.
“It’s about more than just beer,” Wetzel confirmed in a new interview with Country Now, opening up about his recently announced partnership with the Colorado-based domestic beer brand, brewed by Tivoli Brewing Company. “It’s about building something real that reflects the life I live and the people I roll with. I’ve always done things my way—sometimes to my own damn detriment—but I’ve stayed true.”
Wetzel’s path in country music saw him embracing the outlaw spirit, as he’s known for blending various genres like country, rock, hip-hop, and even ‘90s grunge, creating a sound that has been defined as “hillbilly punk-rock.” That rebellious kind of approach along with his no-holds-barred attitude has put him in perfect alignment with the beer brand’s message and mission.
“That’s what Outlaw is about,” he explained the significance behind the new affiliation. “It’s not clean-cut, and it doesn’t follow the rules. It’s a beer for the folks who’ve been told ‘no’ and did it anyway. That’s been my whole career.”
“Koe is an Outlaw,” CEO of Outlaw & Tivoli Brewing Co. Ari Opsahl told Country Now. “His music is unique and carves its own category within music. It is unapologetic and authentic. Outlaw Light’s values line up with Koe’s seamlessly.”
More importantly, Outlaw Light Beer speaks to the spirit of Wetzel’s rabid fan base, which he says has a reputation for being “loud,” “rowdy,” and “real.”
“My fans show up loud, rowdy, and real. They’re working hard, partying harder, and don’t have time for fake. That’s what Outlaw is,” Wetzel said of his following. “It’s part of that same energy—tailgates, festivals, bonfires at 2 am.”
He adds, “This beer belongs in their hands.”
In theirs, and his as he plans to enjoy the drink with his fans at his shows. Wetzel will also take an active role in Outlaw Light’s marketing initiatives, including fan experiences, co-branded merchandise, and brand activations at his live shows according to a release. Reshaping how fans experience entertainment with Outlaw Light embedding itself into the most dedicated country music spaces will continue to serve the brand’s growing reputation as the go-to beer of country music’s rowdiest, most die-hard fans.
“This partnership isn’t just about sponsorship; it’s about brand integration. By aligning with one of the most electrifying artists in country music today, we’re reinforcing our brand’s identity and reaching a wider audience that values quality, independence, and a damn good time,” Opsahl said. “Wetzel isn’t just a musician—he’s a movement. His fans are as loyal and rowdy as they come, and we want to meet them where they are—at his shows, on the road, and in their hands with an ice-cold Outlaw Light.”
Of note, HARDY was the first country artist to team up with the fan-favorite craft beverage business. The “JIM BOB” hitmaker just went a step further with the surprise launch of a limited-edition HARDY can. Found hidden in select cases nationwide now through September, the limited-edition can offer fans a golden-ticket style entry into “exciting giveaways — including VIP tickets to HARDY’s tour, specialty merch, Kanga coolers, and other fan-focused drops celebrating the latest phase in Outlaw’s music-driven evolution,” as shared in a press release. Fans can find more information about the addition of Outlaw Light Beer’s HARDY Can, visit OutlawBeer.com.
Wetzel following suit to amplify the beer brand’s mission is quite fitting as he serves as a special guest on HARDY’s JIM BOB World Tour. The trek, which includes Stephen Wilson Jr., McCoy Moore, and Sikarus, runs through September 24. With Outlaw Lite Beer being an added component to the tour, Wetzel said, “It’s gonna turn those nights into a full-blown Outlaw experience. You’ll feel it from the stage to the bar line. Me and HARDY both carry that wild energy and now we’ve got the beer to match. It’s a damn vibe.”
“Outlaw Light is David v. Goliath and disruptive; so are Hardy and Koe. It just makes sense,” Opsahl said. “With Hardy and Koe on tour together, Outlaw is coming along for the ride with tons of opportunities to introduce our premium beverage to new customers on the road.”
Wetzel and Outlaw Light Beer’s partnership was announced in early March. The collaboration marks the “High Road” singer’s biggest off-stage move as he’s not just promoting the product but also investing in it as a stakeholder, proving just how much being behind the country’s fastest-growing domestic beer brand — which has experienced explosive growth in Texas — means to him.
“As soon as I heard the name, I knew. It wasn’t trying to be trendy or over-polished. It’s honest and raw, like me and my fans. That’s the kind of brand I wanna ride with,” Wetzel raved of the fitting decision to team with Outlaw Light Beer, adding that his commitment to the product, “means I believe in it. I’m not just cashing a check—I’m building something I want to see last. I’m drinking it, talking about it, and investing my time and heart in it. It’s mine as much as anyone’s— and that means something to me.”
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