1st BATCH OF FILES AVAILABLE NOW!

Since hall-of-fame QB and NFL broadcaster Troy Aikman first launched Eight Elite Light Lager in 2022, after yrs of developing the brand, Troy will be the first to tell you there were "a couple missteps" along the way. But after buying out two of the three original biz partners, bringing industry vet David Reny in to run the company, shifting production to Boulevard Brewing, and repositioning the brand messaging, packaging and price point, the biz is experiencing a sizable upswing. The brand has roared back to volume growth in 2026, accelerating month-to-month. But in order to reach the next level, Eight is now "actively seeking a strategic partner," Troy shared with INSIGHTS alongside David in a wide-ranging chat about Eight's plans and prospects. Up 30% YTD Including +52% in Apr; Expecting Just Under 200K Cases This Yr Eight's turnaround has been in process since last May, leading to a more than 40-pt trend swing since, Troy and David noted. But co's now starting to reap the rewards in calendar 2026. Eight depletions are up 30% YTD including +52% in Apr, on track for just under 200K cases in 2026, they highlighted. That'd be an all-time high, blazing past its original peak of 130K cases in 2022. Growth yr-to-date is currently all comin' from TX, where it does about 80% of its mix. But its only other state, OK (where Troy grew up and went to college), was back to growth in Mar-Apr and expected to be "in the green" this year, on top of accelerating growth in TX. Dallas/Ft Worth area is its strongest mkt and trends are growing more than 60% in north TX. But impressively, Tulsa, OK is Eight's 3d largest mkt overall. Editor's note: MC vet Pete Marino helped put Troy in touch with David Reny when he was searching for a new ceo, and Troy credited David's leadership and Boulevard's brewing partnership as two key reasons for the turnaround.More Competitive Ads Coming; Tie-Ins with Landman and Taylor Sheridan; Major Outdoor Music Venue Partnership; Natl Dallas Tourism Ad Eight's got several things in the hopper to boost its presence further, continuing to punch far above its weight with extra muscle thru Troy's fame and willingness to invest. It will debut additional ads featuring Troy and his announcing partner Joe Buck to showcase the brand positioning with tagline "lose the additives, keep the taste," ramping up the competitive messaging this yr. There will be "two really aggressive product spots" that "go right after the competition," Troy shared, with eyes set on Mich Ultra. At just 4% ABV, 90 calories, 2.6 carbs and "additive free," co's convinced this is a better light beer option than the competition. Pricing is now "roughly at parity" with Mich Ultra, David noted.Perhaps more important was finding an ally in Taylor Sheridan, creator of popular Yellowstone and Landman TV series, and accomplished actor, director and screenwriter. Landman shouted out Eight beer in season 2 episode that debuted late last yr acknowledging Troy's ownership with lead character Tommy Norris (Billy Bob Thorton) saying "I might have to try that just out of respect," and the waitress chiming in that "it&#39;s supposed to be healthy." That was mentioned "organically" without any investment as Taylor became a fan of the brand on his own. He reached out to Troy, offered to put "the weight" of what he has "behind the brand," and when Troy offered him an oppy to become an investor in Eight as thanks, Taylor turned it down, wanting to maintain "the authenticity" of his support. Eight's since been a "big sponsor of his celebrity cutting horse events" and it's "now fair to say" Eight's "the official beer" of Taylor's ranch. (Side note: Troy also praised Taylor's football knowledge, saying that he coulda been a pro scout with the level of knowledge he had on NFL draft night.)Eight's also about to get a few major venue wins with Venue Holding Corporation's new Sunset Ampitheaters in McKinney, TX and Broken Arrow, OK that are "reinventing" outdoor live music and hold tens of thousands of fans at a time, Troy shared. The Oklahoma venue is slated to open this fall, listed as a new 12,500-seat "luxury" venue that features firepit suites, an Owner's Club and major acts. And Eight is slated to be "the only light beer sold at these venues," said Troy. Last but not least, Troy just was asked by the city of Dallas to take part in a tourism commercial that will air nationally. Troy coyly offered to be featured in the ad for free, as long as Eight beers are featured in the spot."I'm Fully Invested in the Success of This Brand" The goal is to not scale "too quickly," keeping distribution in TX and OK "strategically, by choice" for now while showing "that we can grow organically in the largest, most competitive beer state," and "light beer state" in the country, they emphasized. But "the time is now to scale" within its current footprint and Eight feels it's time to find a strategic partner to scale up. Eight only has 8 employees currently, "punching so far above our weight," but can only get so far as is, both Troy and David acknowledged. Boulevard has ample capacity for Eight to grow into, they assured.Troy's personally got "a lot invested in this brand," both "monetarily and emotionally," he emphasized. He's personally put in "well over half" of the capital raised for Eight over the yrs, David added. "I've been in the beer business a good part of my life," Troy reminded, having worked at a distrib in Tulsa in college, and worked with Andrews Distributing for various work events thruout his time in Dallas, befriending the Andrews and McGuire families in the process. In fact, Troy and Mike's daughters are "best friends," Troy's youngest daughter currently works at Andrews Dist, and Mike was the one who gave Troy "the nudge" to start Eight. "Now that I have my own beer, I'm fully invested in the success of this brand," he stated. And for "a nominal cost," larger brewers have an oppy "to get involved in something" that they don't have to "develop themselves" with a proven concept at a local level, he asserted.

Troy Aikman's Eight Elite Lager is Back to Growth, Positioned for a Run and Seeking a Strategic Partner to Reach the Next Level

Publishing Info