This is not a paid endorsement, nor is it a commercial. It’s worthy recognition and appreciation for an independently-owned beverage company that is doing what it can to help support music through their own money-making efforts.
The company is called Big Hat Spirits, and they make premium canned cocktails and alcohol-free mocktails that are distributed throughout Texas via the grocery store HEB, and other places like Specs, Whole Foods, and certain bars and restaurants throughout the state.
Most important to the music universe, Big Hat has dovetailed their mission with helping to spread the word about independent music native to Texas, doing what they can to support songwriters and performers through their growing platform, and support live events where where the music thrives and finds new fans.
“When we started Big Hat, it was very intentional that we wanted to build a brand that was rooted in soul and the culture of Texas music,” says co-owner Mike Appel, who started the company with fellow owner and music fan Troy Geyer. “So to be able to activate the brand in this way, it’s not an afterthought. It’s part of our DNA. It’s part of what we represent, putting music and culture front and center.”
Big Hat didn’t just want to be just another drink on the shelf. They wanted to start a company that had some meaning behind it. “We’d both had long careers, and we wanted to do something that we love. And we both love Texas music,” says Appel.
The name of the company comes from the song “Man With The Big Hat” written by Texas songwriter and poet laureate Steve Fromholz. The song is most famous for its rendition by Jerry Jeff Walker, joined by Willie Nelson from Jerry Jeff’s Live at Gruene Hall album released in 1989. Incidentally, this year at SXSW, a documentary film called The Man With The Big Hat about Steve Fromholz premiered.
“When you listen to the lyrics, the song talks about this legendary cowboy. It’s just this larger than life figure.” says Big Hat’s Tom Appel. “So we thought, how cool would it be to have a brand that’s mission is to celebrate legends, honor legends, tell their stories. And not only the legends of yesterday, but be a platform that helps to encourage and support the next generation of legends.”
So how exactly does Big Hat go about honoring these legends of the past and future? There are multiple ways. But perhaps the most high profile way is how their cans come with the profile of Texas music artists on them, complete with an image, description, and a QR code where consumers can find out more.
The QR code can go to an artist’s bio, their tour dates, or perhaps a charity they support. The company also supports charities and events directly through their cans and these QR codes, like the SIMS Foundation in Austin that helps the music community with mental health, as well as Veterans organizations like Warrior Health Foundation and Folds of Honor.
“We took inspiration from that Jerry Jeff Walker song, but it’s really evolved into what the man in the big hat represents,” says Tom Appel. “It’s the spirit of the man with the big hat. We all know someone who is that person that wears the big hat. It’s your grandfather, your dad, your crazy uncle, you aunt, that is the kind of person that has tons of integrity, always makes you feel good, always has a good story to tell, just that larger than life figure.”
“When we’re out talking with musicians and the kinds of musicians that we want to support, and causes that we want to support, we align with that spirit of the big hat. Just good people. Leaders.”
But what Big Hat does goes beyond the cans. Big Hat is often seen throughout Texas where live music is happening, supporting music events that support the musicians, along with bringing music into unexpected places. Saving Country Music first ran into Big Hat in 2024 at a SXSW event called “The Dance” organized at Sam’s Town Point where Reckless Kelly, Silverada, Kaitlin Butts, Rattlesnake Milk, Paige Plaisance, Willis Alan Ramsey, Mason Lively, and more artists performed.
At SXSW 2026, Big Hat was set up at the new Long Step Ranch just east of Austin for a Keystone Artist Connect Event that Silverada headlined, giving away free cocktails and mocktails to support the event as a sponsor.
“Mike and Troy at Big Hat are some of the most dedicated to Austin Music couple of guys you’ll meet,” Texas songwriter Mason Lively tells Saving Country Music. “Not to mention they make some mean canned cocktails. It’s a great product and I’ve had the pleasure of being featured on a can, which has led to many great conversations and networking opportunities as an artist. Big Hat also sponsors a lot of events during SXSW, throws private events, and always pushes their ‘roster’ of their favorite artists on those showcases. I’m honored to be on that list!”
And it’s not just other people’s music events in conventional performance spaces that Big Hat is supporting music in.
“We bring live music to the aisles of HEB,” Tom Appell explains. “We call it the ‘Texas Mocktails and Music Series’ where we’ll partner with our artists, and it’s during the day so they don’t have another gig booked. It’s a great way for them to make some extra money, entertain HEB customers, and helps us educate consumers what we’re all about. Our first one we brought in Mason Lively, and the customers thought it was the neatest thing. They come in to check stuff off their grocery list, and here you have one of the finest songwriters in Texas singing for them.”
Mike Appel and Troy Geyer started building the concept for Big Hat in 2022. The February 2023 Texas Heritage Songwriters Association’s annual Hall of Fame event was one of the first big events where they partnered with the music to take it to the next level. In 2024 they commemorated the inductees that year of Jon Randall, Jack Ingram, Tanya Tucker, Ruthie Foster, Eric Johnson, and Terry McBride on a can. Getting into HEB grocery stores is when the company really took off.
Just some of the many artists Big Hat has supported over the last few years include Mason Lively, William Beckmann, Garret Bradford, Jamie Lin Wilson, Django Walker, Angel White, Rob Leines, Savannah Welch, Thomas Csorba, Remy Reilly, and Julianna Rankin.
But as many alcoholic beverage companies are struggling due to so many consumers young and old quitting alcohol, Big Hat’s mocktail line puts them in a good position. These new sober consumers also happen to include a lot of music fans and performers.
“We make all of our flavors, if you notice, they all come with a little bite to them. So it has a cocktail feel,” says Tom Appel.“The number of people who are so grateful and thankful for our mocktails, it’s really eye-opening.”
Big Hat is now the #1 selling Mocktail brand in Texas. They also hope to expand to other states through their partnerships with companies like Whole Foods and others. But even if Big Hat goes nationwide, their drive to support Texas music and independent music will remain strong, Tom Appel assures.
“I attribute so much of our success to getting to partner with so many talented musicians. When you make a brand a part of a lifestyle, and what people really care about and want to relate to, a lot of blessings will follow.”
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