Denver-based Outlaw Light Beer has been making waves in the country music scene, first with its partnership with HARDY and now with its recent partnership with Koe Wetzel. Wetzel joins the beer brand as an investment partner.

With his deep-rooted connection with fans and his reputation as an “outlaw” in the music industry, Wetzel is the perfect partner to amplify the brand’s mission, the company says.

“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 and Tivoli Brewing Co., in a statement. “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 the affiliation, Wetzel will play an active role in the beer brand’s marketing initiatives, including exclusive fan experiences, co-branded merchandise and brand activations at his live shows across the United States, the company notes. This partnership also includes an equity component, ensuring that the Texas-born artist is not just a face for the brand, but a true stakeholder in its future success, it says.

“I’m thrilled to have my friend Koe join me on the Outlaw team,” HARDY said in a statement. “I’m sure Koe and I will have plenty of Outlaws while we tour together this year.”

Wetzel says he was drawn to Outlaw Light because as soon as he heard the name “Outlaw,” it felt like it was a product made for him and his fans.

“I like that it’s not pretentious — it’s beer, plain and simple,” he shares. “It’s smooth, easy to drink and it fits the kind of lifestyle we live — good times, good music and not overcomplicating things.”

Taking an equity stake in the company was important to Wetzel because he didn’t want to simply slap his name on something and call it a day, he says.

“Taking an equity stake means I believe in what we’re building,” Wetzel explains. “I’m not here for a quick deal, I’m here because this brand lines up with who I am and what I stand for. If I’m gonna be part of something, I want to help shape it and grow it the right way.”

In terms of what it means now that he’s involved with the brand, Wetzel says it means “we’re about to crank this thing up a few notches.” Wetzel anticipates Outlaw will be “everywhere folks are out having a good time,” including shows, parties and tailgates.

“We’re gonna make some noise together,” he adds.

As for what makes this situation special compared to his past partnerships, Wetzel shares that this is different because he’s got skin in the game.

“I’m not just showing up for a photo shoot or an ad spot — I’m part of the team,” he says. “It feels more personal. It’s not just about posting a picture with a can, it’s about helping build a brand from the ground up that feels like it was made for me and my people.”

Wetzel notes that his fans are the kind of people who appreciate the simple things: good music, good friends and a cold beer in their hands.

“Outlaw fits right into that world,” he states. “We’re all a little rough around the edges, and this beer gets that.”

The country artist expects the beer to “surprise a lot of people and really blow up” because of its edge and no B.S.-attitude consumers are looking for, he says, while still being an easy-drinking and laid back brand. Give it time, Wetzel notes, and this beer will be “at every dive bar, concert and fishing hole in the country,” because it’s just getting started.

“This is something I’m proud of and I’m in it for real,” Wetzel concludes. “Outlaw isn’t about chasing trends — it’s about creating something real that people connect with. I’ll be out there drinking it right alongside y’all, and I can’t wait to see where this ride takes us.”