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Former Dallas Cowboys quarterback and NFL analyst Troy Aikmen is tackling the beer industry with a new offering dubbed EIGHT.
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EIGHT, a light lager that features organic grains, antioxidant-rich Hallertau Taurus hops, no adjuncts or cheap fillers, and no sugars, offers delicious refreshment at just 90 calories and 2.6 grams of carbohydrates.
EIGHT will launch on draft in bars, restaurants and other on-premise accounts in Aikman’s home state of Texas in February. Six-packs, 12-packs, and single-serve cans will arrive in retail locations across the state starting in March. (EIGHT)
He'll be taking on more established rivals such as Anheuser-Bush, Molson-Coors and Sam Adams.
Ticker Security Last Change Change % BUD ANHEUSER-BUSCH INBEV 63.16 -0.19 -0.30% TAP MOLSON COORS BEVERAGE CO. 48.90 +1.55 +3.27% SAM BOSTON BEER CO. INC. 508.17 -12.03 -2.31%
The beer was developed over the past two years in partnership with Oregon State University's Food, Science and Technology department and was aided by award-winning brewmaster Phil Leinhart, who has worked with Anheuser-Busch, Harpoon Brewery and Brewery Ommegang.
Former Dallas Cowboys quarterback Troy Aikman attends the Houston Texans-Indianapolis Colts game at NRG Stadium in Houston on Nov. 21, 2019. (Kirby Lee-USA TODAY Sports)
Former Brewery Ommegang president Doug Campbell joins Aikman as co-founder alongside Ruchi Desai, a seasoned business and operations leader, and Jake Duneier, an entrepreneur and brand strategist.
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"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 nonexistent," Aikman said in a statement. "If EIGHT hits the market and offers drinkers an option they don’t need to make excuses to enjoy, that will be a huge win."
EIGHT will launch on draft in bars and restaurants in Aikman's home state of Texas in February and EIGHT siix-packs, 12-packs, and 19.2 ounce single-serve cans will arrive in retail locations across the state starting in March.
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