Outlaw has a country-western brand and its website features pictures of, mostly Caucasian, men and women bull riding, roping and engaging in other stereotypical American-western activities. Also featured on the Outlaw website is country music singer, Jason Aldean, who has partnered with Outlaw since 2016.
The 2018 rebrand introduced several new flavors and the addition of electrolytes, among other ingredients, and three zero-sugar options. It also included new packaging that called attention the addition of electrolytes, and a reworked logo.
While BevNET reported that the rebranding was a move away from the country-western stereotypes, it’s unclear which audience the new hydrating formulas and packaging were meant to appeal to.
In a 2018 statement to BevNET, Delgado-Jenkins said, “We don’t plan on stopping our evolution of the product,” he said. “We want to put it in the marketplace, get feedback from customers and engage with them, and help them be part of how the product evolves and is continuously improved over time. We’re going to work really hard at that.”
Battle of the brands
In 2019, Outlaw co-founder, Lance Collins, launched his own energy drink brand, Adrenaline Shoc (A Shoc) following a failed injunction by Outlaw.
