Troy Aikman didn’t light a sparkler, but he still lit up the Fourth of July. As the quarterback who led the Dallas Cowboys to three Super Bowl wins in the 1990s, Aikman helped define one of the most dominant eras in NFL history. And even now, long after his playing days, he still knows how to make a statement. This Fourth of July, he did it with one low-key Instagram Story that carried a quiet but unmistakable message, and it didn’t take much more than a bottle and a few bold words to get people talking.
Aikman’s Insta story showed a chilled bottle of EIGHT, his beer brand, with a simple sticker on the corner: “I love America.” No caption, just a clean shot that said exactly what it needed to. The beer in the photo wasn’t just a casual choice either. EIGHT is Aikman’s health-conscious alternative to traditional beers—no sugar, no additives, and brewed for people who care about what they’re putting in their bodies. A quiet flex that blended patriotism with brand purpose.
He hasn’t been quiet about what sets EIGHT apart. In a recent Instagram post, he shared a video of beer being poured while a voiceover played: “Sugars in our diet are making Americans unhealthy—and big light beers are still brewed with exactly that: unnecessary additives like corn syrup and rice.” The message was sharp, and so was the intent. What many assume is “light” beer, he argues, often isn’t. Through posts like this, he’s using his platform to call out the industry’s old habits and offer something better.
His approach to EIGHT is as focused as his playing days. No corn syrup, no sweeteners, no fillers—that’s been the core pitch from day one. “We are building a badge of pride for today’s health-conscious and hard-working light beer drinkers,” he wrote in another post, doubling down on the clean-ingredient message. For Aikman, EIGHT isn’t just a brand—it’s the number he wore as the Cowboys’ quarterback, tied to his legacy on the field. And when that number shows up somewhere else, he’s ready to defend it.
As Aikman continues to grow EIGHT, he’s also locked in a trademark dispute with Ravens quarterback Lamar Jackson. Both players have strong ties to the number—Aikman wore it throughout his 12-year career with the Cowboys, while Jackson has built his own brand around it since entering the league in 2018. With both parties filing trademarks connected to the number, the fight has shifted from the field to the legal arena. But even as the battle over ‘8’ plays out in the trademark office, Aikman hasn’t taken his foot off the gas. EIGHT has already expanded across Texas and Oklahoma, and with momentum building, he’s now tapping into familiar connections to help take the brand even further.
Troy Aikman teams up with a familiar face for a bold new pitch
In a recent Instagram post shared by both Troy Aikman and Joe Buck, fans were treated to a playful reunion between Aikman and Buck, this time not in the commentary booth, but at a bar. The scene opens with Buck entering in a sharp blazer, confidently taking the stool next to Aikman and offering to buy him a beer. What follows is a humorous exchange between the two, centred around the name of Aikman’s beer brand, Eight.
As the banter unfolds, Aikman smoothly delivers the pitch for his beer, saying, “Eight, Joe. Crisp taste, clean ingredients, additive free.” Buck, clearly impressed, doesn’t hold back his approval. He gives it a perfect score, jokingly suggesting they might even want to consider changing the name. Aikman, staying in brand mode, looks directly at the camera and declares, “Eight Elite light beer. Lose the additives, keep the taste.” He says it smoothly, mixing their fun friendship with a bit of smart marketing.
Noticing Aikman’s sudden turn to the camera, Buck asks, “Who are you talking to?” To which Aikman casually gestures and replies, “All your fans.” The moment wraps up on a light-hearted note as Buck turns to the camera and waves, quipping, “Hi, Mom.” The ad blends nostalgia, humour, and brand messaging, making it both entertaining and effective in spotlighting Aikman’s Eight beer.
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