Photo courtesy of Eight
EXECUTIVES & ENTREPRENEURS INVESTMENTS

Troy Aikman Goes Under Center to Launch Eight Beer Brand

The Hall of Famer has announced the launch of a healthier beer, which uses organic grains and has just 90 calories.

Most of us have New Year’s resolutions for 2022. For Hall of Fame quarterback Troy Aikman, it was to create a healthier beer brand.

The Dallas Cowboys legend and longtime Fox Sports NFL broadcaster announced the launch of Eight beer brand, named after his number with the silver and blue. It will have 90 calories and use only organic grains like Hallertau Taurus hops, which are rich in antioxidants, according to Aikman. That’s fewer calories than Miller Lite’s 96, Bud Light’s 110 and Budweiser’s 145.

The Austin-based company will brew the beer at Faubourg Brewery in New Orleans, which also brews the Saints’ official beer. Doug Campbell, the former president of the Ommegang brewery in New York, is Aikman’s co-founder at Eight.

Texas bars and restaurants will begin selling the beer in February, with cans rolling out to state retailers in March. The can sports a no-frills white look, with a block Eight spelled out in letters in between two square blocks. We won’t be seeing Aikman’s face on the beer.

At least not yet.

“When I looked at the space, I felt that it was time for something fresh,” Aikman told Adweek. “I felt that we could do a better-for-you beer. A lot of these brands have been on the market for several decades, and I just felt like it was the right time for something new.”

The 55-year-old has a history in food and beverage-related investments. The three-time Super Bowl champion was an early investor in Wingstop before selling his shares when the company went public in 2015. This time, Aikman’s F&B venture aims to be a little healthier.

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