Move over legacy lagers—there’s a new sheriff in the fridge. Outlaw Beer, the latest light beer on the block, isn’t here to quietly join the ranks of other macro light beer producers. No, this newcomer is on a mission to disrupt an over $20 billion market and make light beer… well, fun again.
But how does a brand go from underdog to outlaw? Enter Ari Opsahl, Outlaw Beer’s CEO, who wasn’t looking to be a beer hero but couldn’t resist the thrill of shaking up a category that’s been stuck in neutral since your dad’s glory days.
Breaking All the Old Rules (Except the Good Ones)
Ari saw an opportunity to disrupt a light beer category: “I’m a firm believer in the fact that the market is going to shift the big macro players. The incumbent brands are tired and the numbers don’t lie, they’re declining pretty rapidly,”
He and Outlaw Beer looked to break the current light beer mold by strategically pricing the product and leaning heavy into guerilla marketing tactics to build brand awareness and earn exposure through word-of-mouth. Ari explains “I’ve always been a big believer in build the brand, get the results…let’s build something that has value. Then we’ll figure out how to monetize it.”
To this point Outlaw have built up a nationwide distribution footprint, with major retailers going all in on the brand. Now, well beyond proof of concept, they have proven demand and are focusing on scaling. In the light beer space where margins are thin and volume is king, brand awareness is a powerful driver of growth and particularly key for newcomers like Outlaw.
Marketing That Shakes Things Up
Forget the stale ads that light beer has put out for years. Outlaw Beer is going old-school—think the riotous, occasion-driven beer commercials from the 80s and 90s, with a generous serving of authenticity and humor. Their secret weapon? Striking the right tone with relatable settings and wit, not fancy influencers or tired taglines. If you see a campaign that makes you laugh instead of yawn, it might be from Outlaw Beer.
And while they’re looking to make big moves in the light beer category, they also feel their product will appeal to craft beer drinkers who are looking for a light beer alternative that has more flavor and body than traditional light beer.
Ari also explains that while many argue people are drinking less alcohol or drinking beyond the beer category—think beverages such as Ready To Drink (RTD) cocktails or alcoholic seltzers—he looks at it in a different way. “The macros that lead the billions of dollars in marketing spend every year are not creating demand. They’ve made light beer this commodity and it’s not cool.” Ari explains further that the RTD craze didn’t reinvent the wheel, but they did make it exciting. Consumers went to that category because it was fun. New and inventive taglines and marketing brought consumers to those beverages whereas traditional light beer makers didn’t stray from their current marketing. So, Ari counters by saying “Why don’t we go do something about it? Why don’t we make light beer awesome?”
Ari says the category must stop blaming external forces and go back to the basics – affordability and fun with personality.
Budgeting for Beer
Affordability is key in the light beer market. Ari illustrates how beer has continued to rise in price: a consumer today can buy a 24 pack of beer or handle of spirits. Years ago that was not the case.
Built for the Big Leagues
Outlaw Beer isn’t just a craft upstart with big dreams—it boasts a large production facility and enough efficiency to make the big boys jealous. Ari admits the brewery can out scale most craft competitors and even outpace some macro-brewers, making Outlaw Beer ready for major partnerships, or—let’s be honest—a headline-making acquisition.
So, What’s Next?
Outlaw Beer has its eyes set on national expansion, building buzz (and foam) wherever it goes. With plenty of capacity, it’s playing a bigger game than most craft brands ever dream of.
Light beer hasn’t had this much fun—or flavor—in decades.
The Last Sip
Outlaw Beer aims to stand out. It isn’t just another can on the shelf. It’s a bold new player in an old game, ready to challenge the status quo and remind us why we loved light beer in the first place. So, here’s to shaking things up, laughing a little louder, and making beer awesome again—Outlaw style.
© Copyright CBIZ, Inc. All rights reserved. Use of the material contained herein without the express written consent of the firms is prohibited by law. This publication is distributed with the understanding that CBIZ is not rendering legal, accounting or other professional advice. The reader is advised to contact a tax professional prior to taking any action based upon this information. CBIZ assumes no liability whatsoever in connection with the use of this information and assumes no obligation to inform the reader of any changes in tax laws or other factors that could affect the information contained herein. Material contained in this publication is informational and promotional in nature and not intended to be specific financial, tax or consulting advice. Readers are advised to seek professional consultation regarding circumstances affecting their organization.
“CBIZ” is the brand name under which CBIZ CPAs P.C. and CBIZ, Inc. and its subsidiaries, including CBIZ Advisors, LLC, provide professional services. CBIZ CPAs P.C. and CBIZ, Inc. (and its subsidiaries) practice as an alternative practice structure in accordance with the AICPA Code of Professional Conduct and applicable law, regulations, and professional standards. CBIZ CPAs P.C. is a licensed independent CPA firm that provides attest services to its clients. CBIZ, Inc. and its subsidiary entities provide tax, advisory, and consulting services to their clients. CBIZ, Inc. and its subsidiary entities are not licensed CPA firms and, therefore, cannot provide attest services.
