#090 99 No's and One Yes: Ari Opsahl on Building a Brand That Defies the Odds

Built For This Podcast, with Carly Pepin

October 15, 2026 by

Carly Pepin

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In this episode of Built For This, Carly Pepin sits down with Ari Opsahl, CEO of Tivoli Brewing Company, to explore how persistence, bold thinking, and authentic leadership can turn an underdog business into a rapidly growing national brand.

After more than a decade at Anheuser-Busch, Ari took on the challenge of revitalizing one of America's oldest breweries. He shares how launching Outlaw Light meant going head-to-head with some of the biggest names in the industry, facing approximately 99 rejections for every yes in the early days.

Carly and Ari explore how persistence, strategic retail partnerships, and a distinctive brand identity helped Outlaw Light expand across the country. They also discuss the challenges of managing rapid growth, building a strong distribution network, and maintaining genuine relationships with customers.

Ari also shares how his leadership has evolved as the company has grown, why authenticity matters more than celebrity endorsements, and how learning to trust his team has allowed him to focus on building something much bigger than himself.

Key Takeaways

Persistence Is Essential When Challenging Established Industries

Outlaw Light faced approximately 99 rejections for every 100 pitches in its early days. Rather than giving up, Ari and his team kept building relationships, refining their approach, and pursuing opportunities until major retailers began opening doors.

Authenticity Builds Brands That Customers Believe In

Ari believes a strong brand needs a genuine personality. Rather than relying on celebrity endorsements or influencer numbers alone, Outlaw Light focuses on working with people who authentically connect with the product and building meaningful relationships with its customers.

Scaling a Business Means Learning to Trust Your Team

As Tivoli grew from fewer than ten employees to approximately 130–140, Ari had to move away from managing everything himself. He emphasizes hiring people who understand their communities, creating accessible leadership, and empowering employees to make decisions without constant oversight.

About Ari Opsahl

Ari Opsahl is the CEO of Tivoli Brewing Company, a historic American brewery founded in 1859, and the driving force behind the growth of Outlaw Light Beer.

A Yale University graduate, Ari spent 12 years at Anheuser-Busch InBev, advancing through leadership roles in logistics, sales strategy, operations, and branding before joining Tivoli as CEO in late 2021.

Under his leadership, Tivoli has undergone a major transformation, with Outlaw Light expanding into 48 states and securing distribution through major national retailers. Ari continues to focus on growing the brand while building a culture centered on authenticity, accountability, and empowering people to succeed.

Memorable Quotes
"No matter what, don't take no for an answer. Be persistent."
"Brands are supposed to have a personality. They're not just supposed to be some AI-generated version."
"You have to start trusting that you've got the right people in the right places and the right team because you can't touch everything."

Ari Opsahl