Dallas, Texas, December 12, 2025
Troy Aikman, former Dallas Cowboys quarterback, critiques the beer industry for straying from the German Beer Purity Law. His brand, EIGHT, focuses on using organic ingredients and minimal calories, promoting authenticity in brewing. Aikman’s commitment highlights a growing consumer desire for quality, healthy drinking options while he navigates a recent trademark dispute with fellow NFL quarterback Lamar Jackson over branding.
Dallas, Texas – In a recent critique of the beer industry, Troy Aikman, former quarterback of the Dallas Cowboys and ESPN analyst, has taken a stand against competitors who do not abide by the principles of the German Beer Purity Law, known as Reinheitsgebot. Established in 1516, this historic regulation mandates that beer must only be brewed using water, malt, and hops. Aikman has voiced concerns that many contemporary beers contain various additives and fillers that violate these traditional standards. His own brand, EIGHT, aims to offer a return to authenticity by exclusively using pure ingredients.
Launched in 2022, EIGHT is a light beer made from organic grains and Hallertau Taurus hops, renowned for their antioxidant properties. This refreshing brew is touted as a wholesome alternative to mainstream light beers, boasting only 90 calories, 2.6 grams of carbohydrates, and a modest alcohol content of 4%. Aikman’s focus is clear: to embrace an ingredient-first approach that prioritizes health without sacrificing flavor or quality, challenging broader trends in the beverage market.
In an unexpected twist, Aikman faced a trademark dispute with fellow NFL quarterback Lamar Jackson over the use of the number “8” in branding, which has strong personal significance for Aikman. The two have since reached a resolution that allows both to utilize the number without further legal hindrance. This resolution reflects a spirit of collaboration typical of the competitive yet supportive nature often seen among athletes.
Commitment to Authenticity
Aikman’s dedication to traditional brewing methods extends beyond EIGHT. He has commented on the dissonance between American cultural imagery and the foreign ownership of many beer brands. By supporting American-made products, Aikman taps into a growing consumer desire for authenticity and local production. This type of grassroots commitment is essential for fostering a vibrant local business environment, allowing entrepreneurs to thrive.
Employing traditional brewing practices not only sets EIGHT apart but also embodies a broader narrative of innovation in the local craft beverage industry. As consumer preferences shift towards transparency and quality, businesses like EIGHT are well-positioned to capture market share while encouraging responsible sourcing and production practices.
The Role of Deregulation
The craft beer movement has shown how limited regulation can invigorate small businesses, making it easier for entrepreneurs to enter competitive markets. Aikman’s approach mirrors the sentiments shared by many in the industry regarding the benefits of streamlined regulations. By minimizing bureaucratic roadblocks, innovative thinkers have the opportunity to introduce quality products that resonate with discerning consumers.
Deregulation has also allowed for a diversity of flavor experiences and brewing techniques, providing local startups the space to flourish. As more established players grapple with compliance issues, Aikman’s commitment to simplicity may resonate with health-conscious consumers eager for quality light beers.
Conclusion
Troy Aikman’s journey with EIGHT is a testament to the potential of local entrepreneurship to disrupt established industries through a commitment to quality. As Dallas continues to cultivate its economic landscape, supporting businesses that share similar values can only nurture a stronger local community. Consumers are encouraged to explore homegrown brands that not only prioritize purity and quality but also represent the spirit of Dallas.
Engaging in this vibrant part of the Dallas TX business scene is crucial for community involvement and economic growth. With emerging businesses like EIGHT, consumers can enjoy both authentic flavors and the benefits of supporting their local economy.
Frequently Asked Questions (FAQ)
What is the Reinheitsgebot?
The Reinheitsgebot, or German Beer Purity Law, is a regulation established in 1516 that allows only water, malt, and hops to be used in brewing beer, ensuring purity and quality.
What is EIGHT beer?
EIGHT is a light beer brand launched by Troy Aikman in 2022, brewed with organic grains and antioxidant-rich Hallertau Taurus hops, containing 90 calories, 2.6 grams of carbs, and an alcohol by volume of 4%.
What was the trademark dispute between Troy Aikman and Lamar Jackson?
In August 2025, Troy Aikman and Lamar Jackson settled a trademark dispute over the use of the number ‘8’ in branding. Jackson had initially challenged Aikman’s trademark application for ‘EIGHT,’ but later withdrew the opposition with prejudice, allowing both parties to use the number in their respective branding without further legal conflict.
How does Aikman promote American-made products?
Aikman has criticized other beer companies for using American imagery while being owned by foreign entities, highlighting his dedication to promoting American-made products through his brand, EIGHT.
Key Features of EIGHT Beer
| Feature | Description |
|---|---|
| Ingredients | Organic grains and antioxidant-rich Hallertau Taurus hops |
| Calories | 90 calories per serving |
| Carbohydrates | 2.6 grams per serving |
| Alcohol Content | 4% alcohol by volume |
| Compliance | Adheres to the German Beer Purity Law (Reinheitsgebot) |
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Author: STAFF HERE DALLAS WRITER
The DALLAS STAFF WRITER represents the experienced team at HEREDallas.com, your go-to source for actionable local news and information in Dallas, Dallas County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the State Fair of Texas, Deep Ellum Arts Festival, and Dallas International Film Festival. Our coverage extends to key organizations like the Dallas Regional Chamber and United Way of Metropolitan Dallas, plus leading businesses in telecommunications, aviation, and semiconductors that power the local economy such as AT&T, Southwest Airlines, and Texas Instruments. As part of the broader HERE network, including HEREAustinTX.com, HERECollegeStation.com, HEREHouston.com, and HERESanAntonio.com, we provide comprehensive, credible insights into Texas's dynamic landscape.
