Dynamic collaboration poised to amplify brand growth and elevate fan engagement across the U.S.
With Outlaw Light’s explosive growth in Texas and a history of teaming up with artists like HARDY, the brand’s latest move cements its commitment to the country music lifestyle. Wetzel’s deep-rooted connection with fans, combined with his reputation as an “Outlaw” in the industry, makes him the perfect partner to amplify the brand’s mission.
“This was a no-brainer. Koe Wetzel embodies the Outlaw spirit in every way — fearless, unapologetic and deeply connected to his fans,” said Ari Opsahl, CEO of Outlaw & Tivoli Brewing Co. “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. 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.”
As part of this affiliation, Koe will play an active role in the beloved beer brand’s marketing initiatives, including exclusive fan experiences, co-branded merchandise and brand activations at his live shows across the US. The partnership also includes an equity component, ensuring that Wetzel is not just a face for the brand but a true stakeholder in its future success.
“We’re excited to be partnering with Outlaw Beer and we have a lot to look forward to,” said Koe Wetzel. “There’s a lot of options when it comes to beer, and Outlaw is the one for us. Here’s to all the Outlaws out there!”
“I’m thrilled to have my friend Koe join me on the Outlaw team. I’m sure Koe and I will have plenty of Outlaws while we tour together this year,” said HARDY.
The partnership marks a pivotal moment for both parties, leveraging Wetzel’s massive reach — over 3.7 billion streams, multiple Platinum and Gold-certified hits and sold-out nationwide tours — to further elevate Outlaw Light’s presence in the music and entertainment landscape. With both entities built on authenticity, hard work and a commitment to fans, this collaboration is set to redefine the way brands and artists engage with audiences while continuing to provide an incredible beer at a competitive price.
Stay tuned for more updates on the Outlaw Light and Koe Wetzel, including exclusive merchandise, VIP experiences and more. For more information, visit OutlawBeer.com and follow Outlaw Light on social media.
About Outlaw Light Beer
Brewed by Tivoli Brewing Company, Outlaw Light Beer represents a legacy of resilience, innovation and craftsmanship. With roots dating back to 1859, Tivoli has endured Prohibition and natural disasters, emerging stronger each time to create exceptional beers. Outlaw embodies this spirit with its crisp, easy-drinking and refreshing profile, designed for those who appreciate hard work and good times. More resilient than the average beer company and more fun, Outlaw is a celebration of dreamers and doers, crafted with pride for everyone’s enjoyment. For additional information, please visit OutlawBeer.com or follow along on Instagram and Facebook.
About Koe Wetzel
Koe Wetzel never met a genre wall he couldn’t tear down. The Texas singer-songwriter has earned a rabid audience for his songs that mix country, rock, hip-hop, and even Nineties grunge. With his defining fifth studio album, 9 Lives, released in 2025 via Columbia Records, Wetzel earned recognition on several major year-end best-of lists, including Rolling Stone, Billboard, the Tennessean and more, with the Los Angeles Times naming lead single “High Road” (feat. Jessie Murph) as the No. 8 best song of 2024 across all genres. The single not only marked Wetzel’s debut at Country radio, it also held the No. 1 spot for five weeks and became his fastest song to reach the RIAA Platinum milestone to date. Previously, his 2016 album Noise Complaint endeared him to fans with its no-holds-barred lyrics about drunken nights, broken hearts and stints in jail, and included the Gold-certified hits “Love” (feat. Parker McCollum), “Something to Talk About” plus the infamous “February 28, 2016.” Wetzel’s 2020 major label debut, Sellout, only furthered his legend with the Platinum-certified “Drunk Driving” and “Good Die Young” plus the Gold-certified “Kuntry & Wistern.” The 2022 follow-up, Hell Paso, hit No. 3 on Billboard’s Country Albums and spawned hits on both the country and rock charts, including the Gold-certified “Creeps” and “Cabo.” To date, Wetzel has amassed 3.7 billion total streams and has created a genuine experience with his live concerts, which he describes as “total chaos.” In 2023 alone, he sold more than 275,000 tickets, appearing for a third time on POLLSTAR’s Top Worldwide Tours. Wetzel again performed for well over 200,000 fans across the U.S. in Europe in 2024, with over 96% of all headline tickets sold, in addition to playing prominent festival sets and opening for Morgan Wallen on the superstar’s One Night at a Time Stadium Tour. For more information, visit KoeWetzelMusic.com and follow on Instagram and Facebook @KoeWetzelMusic, TikTok @Koe_Wetzel and Twitter/X @KoeWetzel.
Contact:
Betsy DeMik
Champion
bdemik@championmgt.com
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