The beer known as Eight, named after Troy Aikman's jersey quantity with the Dallas Cowboys.
EIGHT
NFL legend Troy Aikman will hawk his personal beer model beginning in February — and he says it’s for health-conscious drinkers.
The lager, referred to as Eight — after the previous Dallas Cowboy’s jersey quantity — may have simply 90 energy and use solely natural grains.
(A can of Bud Gentle, to check, has 110 energy and a can of basic Budweiser has round 145.)
Eight will initially be bought solely in Texas, in line with the Corridor of Fame quarterback, who introduced the brand new brew on Tuesday. However Aikman says there are plans for a nationwide rollout.
Eight guarantees to be totally different from the common lager beer through the use of “antioxidant-rich Hallertau Taurus hops, no adjuncts or low-cost fillers and no sugars.”
Subsequent month, Texas bars and eating places will begin promoting the brand new suds — and in March, retailers in that state will begin promoting cans. Ultimately, Eight will likely be bought nationwide, a spokeswoman instructed The Submit. She mentioned there isn’t but a timeline on when Eight will hit faucets throughout the US.
And whereas the brand new firm is predicated in Austin, Texas, the beer is being brewed at Faubourg Brewery in New Orleans — which, maybe to the chagrin of Cowboys followers, makes the official beer of the New Orleans Saints.
In the meantime, Aikman, 55, who's now a broadcaster for Fox Sports activities — and has been rumored to generally sip on a cocktail throughout his broadcasts — claims the beer is extra healthful than most. It’s for the drinker who's “acutely aware of what we put in our our bodies,” he mentioned in an announcement.
The gridiron nice collaborated over the previous two years with Oregon State College’s Meals Science and Know-how Division to create Eight and he labored with award-winning brewmaster Phil Leinhart, who has labored for Anheuser-Busch, Harpoon Brewery, and Brewery Ommegang in Cooperstown, NY.
Aikman additionally tapped former Ommegang president, Doug Campbell, as co-founder of Eight.
It’s not Aikman’s first brush with beer. As a university scholar he labored for a Miller beer distributor in Tulsa, Okla., making deliveries.
“After I seemed on the area, I felt that it was time for one thing recent,” Aikman instructed Adweek. “I felt that we may do a better-for-you beer. A number of these manufacturers have been in the marketplace for a number of a long time, and I simply felt prefer it was the correct time for one thing new.”
He enters a crowded market. Aikman, who would be the face of Eight, must muscle up his advertising to face out among the many 9,000 breweries within the US.
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