Troy Aikman launches his own lager

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Troy Aikman launches his own lager

The former Dallas Cowboys quarterback and NFL analyst Troy Aikmen is tackling the beer industry with a new offering called EIGHT.

EIGHT, a light lager that contains organic grains, antioxidant-rich Hallertau Taurus hops, no adjuncts or cheap fillers and no sugars, offers a delicious refreshment at just 90 calories and 2.6 grams of carbohydrates.

He's going to be taking on more established rivals such as Anheuser-Bush, Molson-Coors and Sam Adams.

The beer was developed in partnership with Oregon State University's Food, Science and Technology department over the past two years and has been aided by award-winning brewmaster Phil Leinhart, who has worked with Anheuser-Busch, Harpoon Brewery and Brewery Ommegang.

Aikman, a former Brewery Ommegang president, joins Aikman as co-founder alongside Ruchi Desai, a seasoned business and operations leader, and Jake Duneier, an entrepreneur and brand strategist.

EIGHT is for the drinker who puts in the hard work. These folks, I included, are conscious of what we put in our bodies, and options for a light, refreshing beer that s brews with organic ingredients are virtually nonexistent, Aikman said in a statement. If EIGHT hits the market and offers drinkers an option they don't have to make excuses to enjoy, that will be a huge win. EIGHT will be launched in February in bars and restaurants in Aikman's home state of Texas. EIGHT siix-packs, 12 - packs and 19.2 ounce single-serve cans will be available in retail locations across the state starting in March.