An Interview with Ari Opsahl, CEO of Outlaw Light Beer

A few years ago, Outlaw Light Beer was virtually unheard of, producing only 2,000 barrels of beer in 2021. In 2025, they produced over a million, and they are on pace to hit three million in 2026. This explosive growth would be impressive in any industry, but during a market period where alcohol consumption is down and brewery closures are up, it’s unprecedented. Their success was no accident. Rather, it was the result of the hard work of CEO Ari Opsahl.

Opsahl has proceeded with deliberation. Recognizing signs of price fatigue in consumers as alcohol prices rose, he strategically priced Outlaw Light to be competitive with other ‘budget’ beers while still maintaining a high quality product. Marketing collaborations with groups like Elite Motorsports and artists such as Koe Wentzel have further helped to establish Outlaw Light as an up-and-coming household name.

Keep reading to hear our conversation with Ari Opsahl and how he managed to disrupt the light beer market.

What did your path to becoming CEO of Tivoli look like, and what experiences shaped your leadership along the way?

I cut my teeth at Anheuser Busch InBev in roles spanning logistics, sales, marketing, and operations. Living in St. Louis, NYC, Denver, and Los Angeles, I was lucky enough to get experience in several key departments within the company as well as various geographies. I give Anheuser-Busch a lot of credit for the investment they made in training me as a teammate. Without that foundation, there is no way I would be where I am today. The opportunity with Tivoli came up from a long-lost connection who happened to be an investor at Tivoli. After a few calls, we both took the leap of faith into the light beer category with Outlaw Light.

Why did you choose to enter the beer industry, especially at a time when the alcohol industry is struggling more than ever?

I think the struggle is cyclical and will continue to change over time. People often forget how big the industry is and how deep it runs, from pro sports sponsorships to the farmers who work tirelessly to produce the raw materials we need! The choice to enter the beer industry was really based on a prioritization of building relationships and brands. I was on the fast track in the financial industry, but I wanted to work in a space where I could build a brand and touch/drink the physical product rather than trade products on a screen.

The alcohol industry at large has been struggling recently. While all brands are trying to find creative ways to adapt, Tivoli and Outlaw’s approach has differed from the industry norm. What is that approach, and how has it worked?

The industry is full of incumbent brands that are tired and boring from a consumer perspective. This creates an incredible opportunity for disruption. However, the incumbents benefit from production and logistics costs that we
could only dream of achieving. This creates serious barriers to entry, but with the right product and the right investment backing you can cut through and find the growth!

Tivoli has experienced major growth under your leadership. How has this growth impacted your leadership and decision-making?

Not particularly. The fastest way to kill a brand or a company is to allow the admin work and red tape to slow the team down. I have worked tirelessly to avoid this, and the results show.

Looking back on your journey with Tivoli, what lessons stand out most, and what do you wish you had known earlier?

There is no single defining instance that I can pull from. However, what I can look back on is the value of persistence. It’s amazing how far persistence can outperform smarts or luck. Without it being a core principle of our daily operations, we would not be where we are today.

Have you ever found inspiration or useful ideas from unexpected places, either inside or outside the beer industry?

Absolutely. The entire concept of Outlaw Light is based on the enormous disruption that we have seen from challenger brands in the overall CPG category over the last decade. Innovation pushes the category forward, and in the world of domestic light beer, we are the first to go big.

What is your long-term vision for Tivoli, and what changes or opportunities do you see shaping the company’s next chapter?

We are on a mission for Outlaw Light to be the #1 light beer brand in the US. We would not be here and doing what we are doing every day without that goal in mind.

How do you personally stay informed and adaptable as your business and the beer industry continue to evolve?

We move quickly and make decisions quickly. At times, we do not make the right decision, but I would always rather have us make the decision and learn from it rather than stagnate.

For readers who are building careers or businesses of their own, what principles or Have habits helped you stay resilient and keep moving forward?

PERSISTENCE!

Ari Opsahl, a Maryland Native and graduate of Yale University, Ari Opsahl has created an impressive resume spanning the last 12 years. With a degree in Economics, Ari was recruited into AB InBev’s Global Management Trainee program. After over a year of extensive cross-functional training with AB InBev, he started in logistics and long-term planning. Ari moved with speed up the ranks at ABI through consistently being a top performer in a meritocratic environment. Ari relocated within AB InBev through St. Louis, New York City, Denver, and Los Angeles in roles crossing Sales Strategy, Wholesaler Operations, Branding, and more. Moving from Analyst, through Manager and Director roles, all the way to becoming Vice President. In his years with AB InBev, Ari’s leadership led operations to outperform sales and financial targets, including recognition as a global center of excellence within his scope.

Ari was hired by Tivoli as the CEO in late 2021 with a clear mission of bringing Tivoli back to the status of a market leader in Beer. Tivoli’s history is rich, dating all the way back to 1859. Ari set the company’s course on a direction to grow and grow quickly with the launch of Outlaw Light Beer. Since 2021, Tivoli has seen sales rise from roughly 2,000 barrels annually to a projected annual run rate of more than 200,000 barrels by the end of 2025. Outlaw finished 2025 with a 1,000,000-case-equivalent annual run rate and is forecast to ship roughly three times that volume in 2026. With distribution now reaching 48 states and major national retail placements, the brand’s growth is expected to continue accelerating. Ari looks forward to Tivoli and Outlaw’s bright future.