Troy Aikman
Screenshot: Troy Aikman Instagram

In an Instagram video on Monday, NFL Hall of Famer Troy Aikman knocked beer brands who try to capitalize on the Fourth of July holiday by merely “slapping an American flag on beer packages.” He then touted the beer that he markets, EIGHT, while continuing to mock the hypocrisy of larger, corporate brands.

The message that Aikman posted alongside the clip read simply: “AUTHENTICITY MATTERS: This July 4th, join me in celebrating with a true American beer.”

After posting the message, Troy Aikman told TMZ that this isn’t a marketing ploy on his part. He legitimately – and refreshingly – has strong opinions about beer companies that take “bold, oftentimes polarizing positions.”

“With so many of these companies coming out with bold, oftentimes polarizing positions, and they lack authenticity, and it’s really just trying to gain market share. I think people see through that,” he said. “I think they just want companies that are focused on the brands themselves, they don’t want brands that are trying to get political, we’re certainly not. We don’t want to be a part of any debate outside of someone drinking EIGHT beers while they’re having a discussion is really our perspective.”

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Bud Light has been one of the products that has suffered due to its parent company’s brand marketing it with LGBTQ imagery. In particular, Anheuser-Busch’s relationship, insofar as it is, with transgender TikTok star Dylan Mulvaney has gone from rejection to an all-out boycott.

Anson Frericks, who previously served as president of sales and distribution at Anheuser-Busch, said that some corporations need to have a better understanding of their audience.

Troy Aikman launched EIGHT beer in 2022, and it is based in Texas, the state where the three-time Super Bowl winner played his entire pro career. The beverage’s name comes from his famous jersey number, which has since been retired by the Dallas Cowboys. Aikman was elected to the pro football Hall of Fame in 2008.

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