Marketing and Sponsorship

Troy Aikman forms company to release Eight, a new low-calorie beer

Fox' Troy Aikman is "getting into the beer business," as he has "co-founded an Austin-based company that will release Eight, a 90-calorie light beer, in Texas" in the coming months, according to Sarah Blaskovich of the DALLAS MORNING NEWS. Eight "has been a project" for the Pro Football HOFer "for several years and in at least three states." Aikman "researched with members of the food science and technology department" at Oregon State Univ. before partnering with New Orleans-based Faubourg Brewing Co. to make the beer. Aikman also "had teased to the partnership for months on Instagram." The brew is "named for Aikman’s jersey number as a college and professional athlete." Aikman "hopes it’ll intrigue health-conscious people." So far, Eight is the "only beer in Aikman’s six pack." But he said “we’ve at least made contingency plans down the road” if the team decides it wants to brew other beers. Eight is expected to go on sale in Texas bars and restaurants in February, then it will be "sold by the six-pack, 12-pack and 19.2-ounce single-serve cans in retail establishments in Texas starting in March." Aikman indicated that the company "will then pause before considering an expansion to other states" (DALLAS MORNING NEWS, 1/4).

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