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Outlaw Light Beer, a category challenger light beer brand, has partnered with 23XI Racing for the 2026 NASCAR Cup Series race in Nashville. The collaboration includes fan experiences, retail activations, and VIP events during the race weekend. Outlaw Light branding will be on 23XI’s No. 45 Toyota Camry XSE driven by Tyler Reddick. The brand will also be featured during a Nashville takeover at Chief's on Broadway from May 29-31.
The partnership underscores a growing trend among independent brewers to use high‑profile sports events as a marketing lever, even as the overall light‑beer category contracts.
Outlaw Light Beer is partnering with 23XI Racing for the Nashville NASCAR Cup Series weekend (May 29–31, 2026). The deal places Outlaw branding on Tyler Reddick’s No. 45 Toyota Camry XSE and launches fan‑experience activations at Chief’s on Broadway. Outlaw claims it is the fastest‑growing light domestic beer in the U.S., a claim that aligns with its national distribution across all 50 states.
For operators, the partnership delivers two key points: a high‑visibility marketing push targeting a large, male‑heavy audience, and an entry into a shrinking category. NielsenIQ reports that the light‑beer segment is down 3 %–4 % annually, while overall U.S. beer volume fell 2.7 % last year (Beverage Marketing Corporation). Outlaw’s “fastest‑growing” claim likely reflects market‑share gains from larger brands rather than a broader category lift.
Retailers and distributors can leverage NASCAR fandom during the race weekend. A spike in demand would generate depletions that could justify adding Outlaw to a broader route beyond the event. Bars seeking craft variety can use the partnership as a ready‑made narrative—“We’re serving the beer on the track”—to attract foot traffic and boost sales without complex supply‑chain talks.
Distributors should monitor depletions during the race weekend; an uptick in volume indicates the brand resonates beyond the initial hype, providing a reason to move Outlaw from an event‑specific SKU to a permanent portfolio item.
Independent brewers are using experiential marketing to cut through shelf clutter. Light beer revenues hover around $15 B annually (Statista) and account for 35 % of total U.S. beer volume, leaving room for challengers targeting the “better‑for‑you” segment. NASCAR offers a high‑scale platform for that exposure.
Operators should focus on the tangible opportunity to boost foot traffic and sales through a high‑profile fan experience. Robust depletions during the race weekend would signal that adding Outlaw Light Beer to a regular lineup is worthwhile, leveraging its national distribution network while riding NASCAR fandom to gain traction in an otherwise declining category.
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PRESS RELEASE
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Outlaw Light Beer Teams Up With 23XI Racing for the NASCAR Cup Series Race in Nashville
Category challenger light beer brand brings fan activations and retail experiences to race weekend in Nashville
NASHVILLE, Tenn. (May 26, 2026) — Outlaw Light Beer, the fastest-growing light domestic beer in the U.S., is accelerating its presence in motorsports through a new collaboration with 23XI Racing, one of the hottest teams in NASCAR, during the 2026 NASCAR Cup Series season.
This brings Outlaw Light to one of the sport’s premier race weekends through fan experiences, retail activations and VIP hospitality events designed to connect the brand directly with NASCAR audiences. Additionally, Outlaw Light branding will be on 23XI’s No. 45 Toyota Camry XSE, driven by Tyler Reddick during the NASCAR Cup Series race weekend in Nashville.
Reddick has had one of the most successful starts in NASCAR history, winning the first three races of the season, including the Daytona 500, becoming the first Cup Series driver to do so. Reddick currently has five wins and is handily leading the series points standings.
Outlaw Light will serve as the featured beer during 23XI Racing’s Nashville takeover at Chief's on Broadway on May 29-31, anchored by a full weekend of fan programming tied to the race weekend. The brand will be integrated into consumer events, VIP gatherings and appearances involving drivers, partners and special guests, including a Friday meet-and-greet with Tyler Reddick at Frugal MacDoogal and at Chief’s on Broadway, featuring branded experiences and activations. On Sunday, fans can attend the official Outlaw x 23XI watch party at Chief’s, featuring live race coverage, VIP access, specialty offers and race-day experiences tied to Tyler Reddick and the No. 45 team. The weekend will also include retail programming, promotional displays and additional fan engagement activities.
The partnership continues Outlaw Light’s broader push into culturally relevant sports and entertainment moments as the brand expands distribution and strengthens its connection with consumers across motorsports, outdoor culture and live events. Additional 23XI partners participating in the Nashville race weekend takeover include Field & Stream, Pinnacle Financial Partners and Hardee's.
“Racing culture has always shared a lot of the same values that built this brand, including loyal, high-energy people who work hard and want to enjoy themselves on the weekend,” said Ari Opsahl, CEO of Outlaw Light. “What stood out to us about 23XI Racing was how the organization connects with fans beyond the track. Nashville gives us the opportunity to create experiences that feel personal and memorable while putting Outlaw in front of one of the most passionate fan bases in sports.”
This latest move builds on Outlaw Light’s momentum following a breakout year of retail growth, national distribution expansion and high-profile entertainment partnerships. The brand continues to build awareness through experiences designed to resonate with consumers beyond traditional advertising.
“23XI Racing continues to look for brands that understand the importance of meaningful fan engagement and shared experiences,” said Steve Lauletta, president of 23XI Racing. “Outlaw has built strong momentum by connecting with consumers in authentic ways, and this collaboration adds another layer to what will be an exciting weekend in Nashville.”
Outlaw’s 2026 momentum is just getting revved up, having become the fastest-growing independent light beer in the country and expanding distribution across all 50 states.
Sources consulted (web research):
- Outlaw Light Beer To Sponsor Tyler Reddick At Nashville
- 629020 Outlaw Light Beer Teams Up With 23xi Racing For The Nascar Cup…
- Outlaw Light Beer Backs Reddick At Nashville
- Outlaw Light Beer Teams Up With 23xi Racing For The Nascar Cup Series…
- Field Stream And Chiefs On Broadway To Sponsor 23xi Racing Driver Cor…
Source: BevNET