Troy Aikman’s Journey into the Brewing Business
Since launching Eight, his light beer brand in 2022, legendary former Dallas Cowboy signal-caller Troy Aikman is regularly asked why he got into the brewing business.
“I’ve always had a relationship with beer. I like beer, and I just felt that we could do it differently,” he told media members this week at Sidecar Social in Frisco.
Aikman worked at a Miller distributor in Oklahoma while in college there, and has done several national campaigns for Miller Lite.
Now, his own brand focuses on making a better-for-you light beer low in carbs and free of additives. It has recently launched a slim can and is eying expansion in 2026.
Background and Inspiration
Aikman’s journey into the brewing business is rooted in his passion for health and wellness. As a lifelong athlete, he has always been mindful of what he puts into his body.
“Obviously, I’m a lifelong athlete, but I’m borderline obsessed with my health and well being. I hate to even tell you all the things that I do. It’s not normal. Whatever I’m adding to my longevity, I’ve probably given up that to try to get to that point. So, it was natural.
“Some people would say coming out with a beer contradicts that lifestyle. But to me, it’s a great complement to it, because I do like light beer and wanted to make something that was better for you.
“I’ve had a lot of moments to celebrate in my life, thankfully, professionally and personally, and and I usually do that with a light beer. So I think there are those moments in life that need to be celebrated, or should be celebrated, and how one does that is up to them, but for me, it usually involves a light beer, and now it involves Eight.”
Competitive Aspects of the Beer Business
Aikman enjoys the competitive aspects of the beer business, which motivates him to continually improve and expand his brand.
“I enjoy the competitive aspects of business in general. It’s been a motivation for me, for a number of years, I’ve been involved in a number of different projects.
“I think in some ways, Roger [Staubach] without him even knowing it, has influenced me in so many ways. He’s just such a good person, and of course, following in his footsteps as a Cowboys quarterback. But I’ve admired [him] as a businessman and what he was able to do post football career.
“I’ve always kind of had this itch to do something beyond sports. And the broadcasting has been a great second career for me. I’ve thoroughly enjoyed it. But it’s more football centric and this gives me an opportunity to dive into something a little bit different.
“But I knew going in, the beer business in general is very competitive… So it’s a challenge in every way. But if I was worried about not being successful, I think I would have stayed away from a lot of things that I’ve tried. And I really believe in this brand, and we’re doing well, we continue to grow. And I think this story isn’t even close to being written, but I think it’s going to be an incredible story.”
Former Dallas Cowboys quarterback Troy Aikman speaks about his new company EIGHT Elite Light Beer during a news conference at Sidecar Social, Wednesday, May 28, 2025, in Frisco. (Chitose Suzuki / Staff Photographer)
Input in Making the Beer
Aikman had 100% input in making the beer, which has evolved over time as the brand has grown and developed.
“100%. I was involved every step of the way. And the brand has evolved, and that’s not unusual. The brand’s evolved as we’ve moved along, and get a feel for what differentiates us from from the competition.
“When we first launched, one of the taglines we had was, ‘No shortcuts, no excuses,’ and, that was really a belief that I’ve had throughout my entire life, I still do, that you’ve got to be willing to put in the work if you’re going to be good at anything.
“And so this beer has really been about honoring those people that I’ve always had so much admiration and respect for, the people who do put in the time and put in the effort take care of themselves.”
Advice for Former Players
Aikman has received requests for advice from former players who want to get into business like him.
“I won’t mention a name, but I had someone recently who played for the Cowboys. We were never teammates, but he was wanting me to give him a little bit of advice and help him out some.
“I think that, when you’re a professional athlete, you come in contact with with a lot of people that others may not have entrée to. And I’ve been fortunate that throughout my life, I’ve gotten to know some really successful people who have been good to me and who have been mentors for me. And so I’ve leaned on them a lot, like I did in my athletic career, and tried to get guidance from the people who have had success in that field.
“I recognized early on what I was hoping to do with my life and what I wanted it to look like and the people who I wanted to be surrounded by. And I’m not that close to that many people, but the ones who I do get close with, usually, beyond just being great people, they offer something that is of interest to me, and those have been good relationships.”
Conclusion
Troy Aikman’s journey into the brewing business is a testament to his passion for health and wellness, as well as his desire to challenge himself and try new things. With Eight, he has created a better-for-you light beer that is low in carbs and free of additives, and is poised for expansion in 2026.
FAQs
Q: What inspired Troy Aikman to get into the brewing business?
A: Aikman’s passion for health and wellness, as well as his desire to challenge himself and try new things, inspired him to get into the brewing business.
Q: What makes Eight different from other light beers?
A: Eight is a better-for-you light beer that is low in carbs and free of additives,
