Yellowstone star Cole Hauser blazed a trail through a Walmart parking lot at dawn on September 17 for a meet-and-greet with hundreds of devoted Fort Worth fans.

The official occasion: To launch the sale of his Free Rein Coffee Company in Walmart stores nationwide. But to star-struck fans who got in line before the sun came up, it was the rare chance to meet one of their favorite actors from Paramount’s hit Western drama.

In front of an Old West-style covered wagon, Hauser shook hands, took selfies, and signed bags of Free Rein coffee for the first 50 folks in line. All at 7 am.

Throughout the morning, customers at the Walmart Supercenter at 3851 Airport Frwy. got to sample his Texas-made Free Rein coffee, a partnership among Hauser and three friends.

Free Rein will now be sold in more than 1,700 Walmart stores and on Walmart.com nationwide, according to a release. Three varieties – American Dirt (dark roast), Homestead (medium roast), and Prospect (light roast) – are available in grounds and single-serve pods starting at $12.97.

“Through this partnership with Walmart, we’re going to get our great coffee into the hands of the hard working folks who make our country go,” Hauser says in a release. “This has always been my mission: to serve and uplift those who serve their country and communities in any way I can.”

Hauser enjoys a cup of his Free Rein coffee inside Walmart.Photo courtesy of Free Rein Coffee Company

A portion of Free Rein’s sales go to the nonprofit Special Operations Warrior Foundation, which empowers families of fallen and severely wounded Special Operations warriors. Hauser is a longtime patron and board member.

“With its launch into Walmart, Free Rein is committing to a ‘Buy a Bag, Give a Cup’ promise, meaning we’ll give a cup to someone who serves their country or community for every bag of Free Rein Coffee bought at Walmart this year,” the release says.

Since Free Rein’s launch in October 2023, the release says, several notable names have joined the company as ambassadors and investors, including movie star Mark Wahlberg and Hauser’s Yellowstone co-star Forrie J. Smith, “who share a long-time passion for and commitment to supporting veterans.”

Free Rein coffee is served at HTeaO shops and is the official coffee of Billy Bob’s Texas.

Hauser also has a bourbon called Lazy K Bar Whiskey, which started selling in retailers around Texas in July.

Hauser has portrayed heartthrob Rip Wheeler (aka Beth Dutton’s hubby) on Yellowstone since 2018.

No stranger to Fort Worth, Hauser’s son attends TCU.

Yellowstonereturns for the final episodes of the series finale at 8 pm Sunday, November 10. Paramount Network’s hit show, co-created by Fort Worth’s Taylor Sheridan, has been on hiatus since January 2023.