Stephen Montoya
“Yellowstone” actor Cole Hauser signs autographs and takes selfies at a local Walmart to kick off Free Rein’s Road to Yellowstone RV Tour.
Hundreds of “Yellowstone” fans packed the parking lot just before sunrise at a local Walmart located at 3851 Airport Freeway September 17th to get a glimpse of actor Cole Hauser, who plays Rip Wheeler on the Paramount Network show.
Hauser, along with several of his business partners were in Fort Worth, to kick off Free Rein’s Road to Yellowstone RV Tour. This tour, which started right here in Cowtown will take place at several select Walmart stores that stretch between here and Montana, where the bulk of “Yellowstone” is shot.
The crowd of attendees waiting to meet Hauser had to get up early given the actor wanted everyone to try his coffee at sunrise. And like clockwork, Fort Worth began to illuminate at almost 7 a.m. on the button.
Once they entered the gated area to meet Hauser, the first 50 fans in line were allowed to get an autograph and take a selfie with the famed actor.
Fans like local resident Ryan Zeppernick, who waited in line since 3 a.m. were able to satiate their fandom craving once the line began to move.
“My girlfriend got me into the show, and I've been hooked ever since,” he said. “I'm anticipating the next season, which starts in November. So, I'm really excited about that.”
For Zappernick, this isn’t his first celebrity meet and greet. He says he’s waited in lines for eight hours before to get a celebrity’s signature.
“It’s nothing to me to wait this long,” he said. “I’ve been at this for so long it’s just part of the get.”
When asked what his impression of Hauser was, Zappernick said, “It's awesome meeting him and then getting something signed. What a treat. What a nice guy.”
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The rest of the line behind Zappernick, who was the very first one to show up to this event, were treated to a taste of two of the five flavors of Free Rein Coffee, which will celebrate its first anniversary in October.
Last year, Hauser, along with some of his friends, purchased a West Texas-based coffee roastery and re-branded it the Free Rein Coffee Company.
Arlyn Davich, CEO of Free Rein, said ever since this rebranding, she’s experienced a wild ride of promotions and meet and greets.
“The reason we're at Walmart is because people love the coffee,” she said. “Over 10,000 five-star reviews and under a year. It's just undeniable. Even people who are not coffee snobs are like, ‘Oh wow, this just tastes better than what I'm used to drinking.’ And the brand is really resonating as well. I mean, our mission is to serve those who serve people. I think people are just hungry to be nicer to each other in this country. And I think they like brands that are trying to do that.”
Besides promoting cups of coffee across the nation, Hauser also recently launched his very own whiskey brand titled the Lazy K Bar Whiskey, named after one of the oldest operating cattle ranches and longest-running dude ranches in Montana, in July.
"I've had a tremendous amount of support and requests from the fine folks of Texas to bring our bourbon into the Lone Star State," Hauser said. "And there’s a history of working ranches in Texas that match the lifestyle that pairs well with our bourbon. The product in the bottle should be enjoyed around a campfire, or at home with friends and family after a long day of work – whether that be branding cattle or making deals in the boardroom."
Speaking of expanding, Hauser’s Free Rein Coffee brand also struck up a deal with Tarrant County-based HTeaO, which now serves Free Rein’s brand of coffee at 100 of its select locations across Texas.
Even further back, try last December, Hauser was sued by “Yellowstone” creator Taylor Sheridan over the Free Rein logo. Sheridan’s lawyers disclosed in a lawsuit that Hauser’s logo looked too similar to Sheridan’s Bosque Ranch Coffee logo. However, as of this event, it seems things were ironed out between Hauser and Sheridan given the two began working together again on “Yellowstone” season 5, part 2.
Today, all that’s left is the coffee and a few select fans catching a glimpse of one of TV’s biggest stars.
“As a nation built on dreams and aspirations, we want to inspire the go-getters, the dreamers, and the believers to fuel their pursuits,” Hauser said. “Just as the American Dream knows no boundaries, we aim to exceed expectations and create a legacy of our own — one that is deeply connected to our roots and the core values that shaped us. I am so excited for everyone to finally have their hands on this coffee!”
