Since Troy Aikman left the turf, he has been a major player in business, broadcasting, and now beer. The three-time Super Bowl quarterback is launching a new organic light lager called “EIGHT.” According to a press release, the “elite” beer is made with “organic grains, antioxidant-rich Hallertau Taurus hops, no adjuncts or cheap fillers, and no sugars.”
“EIGHT is for the drinker who consistently puts in the hard work. These folks, myself included, are conscious of what we put in our bodies, and options for a light, refreshing beer that’s brewed with organic ingredients are virtually non-existent,” said Aikman via the press release.
Aikman spent two years working with Oregon State University’s Food Science and Technology Department to develop EIGHT into a light lager with only eighty-six calories and under three carbs. According to the press release, “Tom Shellhammer and Jeff Clawson led R&D efforts at Oregon State.”
Beer enthusiasts and casual drinkers will be able to get their first taste of EIGHT on draft at Texas bars and restaurants beginning in February. CNBC quotes Aikman as saying that Dallas Cowboys’ Dak Prescott has already received his shipment of beer. Prescott is co-owner of the Walk-Ons restaurants in Dallas-Fort Worth and Waco.
Six-packs, twelve-packs, and single-serve 19.2 oz. cans will make their way to Texas retail stores, such as H.E.B., beginning in March.
Aikman is launching his new beer in his home state of Texas, but he hasn’t ruled out the possibility of growth. “If we go beyond the borders of Texas,” Aikman told CNBC, “then we’ll all be excited because that means that there’s a need and demand outside the state.”
Aikman is one of three co-founders of the brand, joining Ruchi Desai, a seasoned business and operations leader, and Jake Duneier, an entrepreneur and brand strategist.
The EIGHT team also includes award-winning brewmaster Phil Leinhart, a beer veteran whose resume includes Anheuser-Busch, Harpoon Brewery, and Brewery Ommegang. Doug Campbell, a long-time industry leader and former President of Brewery Ommegang, also joined the team.
According to the Austin-based company’s website, EIGHT will donate 1% of its profits to worthy causes in Texas.