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Chad
I met Hulk through another business venture, and we were on the road one time and someone came up and said, have you ever thought about doing your own beer? Hulk's like, brother, I used to be, say your prayers, eat your vitamins. But now that I'm not in the WWE anymore, I got this big idea, brother. Real American beer. Let's unify the country with having one beer. Have a beer with your neighbor. Nascar country, baseball, football. Good memories, drinking beer. That's what Hulk wanted to do, and he called me up for several months to do it, and I finally came out and doing it.
Ryan Alford
This is Right about now with Ryan Alford, a Radcast Network production. We are the number one business show on the planet with over 1 million downloads a month. Taking the BS out of business for over 6 years and over 400 episodes. You ready to start snapping necks and cashing checks? Well, it starts right about now.
Terry, Chad, welcome to right about now. What's up, guys?
Chad
What's up, Brian?
Ryan Alford
Good to have you guys, man.
Sponsor/Ad Voice
I get to do this show.
Ryan Alford
We're almost 800 episodes in. It's pretty popular. When I see business and beer, I'm in, baby. That's all I needed to hear. I am a real American beer drinker. It fit perfect with this brand. Love what you guys are doing. It's gotta be a little fun.
Chad
Yeah, it's been a crazy ride. We partnered with Hulk on this, and obviously he's passed, but we were on the road for a year, and it was pretty amazing to share that year. Hulk and just hit the streets everywhere.
Ryan Alford
I was a living, breathing child that ate his vitamins because of Hulk Hogan. I get to leave behind the real American legacy in beer, though. That's cool. It's great for you guys to pick it up. Focus on the positive sides. How the hell did you get in into beer with Hulk Hogan?
Chad
I met Hulk through another business venture, and we were on the road one time and someone came up and said, have you ever thought about doing your own beer? Hulk's like, brother, I used to be, say your prayers, eat your vitamins. But now that I'm not in the WWE anymore, I got this big idea, brother. Real American beer. It's unify the country with having one beer. Have a beer with your neighbor. Nascar, country, baseball, football, good memories, drinking beer. That's what Hulk wanted to do, and he called me up for several months to do it, and I finally came out and do it. I met Terry through another business partner, and Terry was the head of M and a at InBev at the time she was at Naco, and I called her up and told her this crazy idea, and she jumped on it. So that's kind of how we got started.
Ryan Alford
This bud's not for you. Is that what you told him?
Terry
Terry, Chad and Hulk were pretty convincing. When you see somebody's work ethic matched with sort of a long career of hard work to show for it, it was a very easy and obvious decision for me to come and join them. Chad, hardest working, best marketer I know I've met. And then Hulk worked and couldn't be stopped. There was nothing about him that ever wanted to not be on the road meeting people and pushing the brand. We had such a fortunate year and a half with Hulk. He certainly did open the doors to allow us to now take on, as you say, Ryan, his legacy forward and really bring real American beer to as many people as possible.
Ryan Alford
How's it been and kind of where are you guys taking things now as far as the brand and the business? And it's an interesting time. I love this brand because I feel like we started to get towards this place where I feel like we were making. It's not about politics. We all should love America. We were all blessed to live here. And whenever that became a bad thing or in any way a negative connotation, I'm a big believer, like, in sentiment. People have fucking lost their minds sometimes, you know, you live in the best country on the planet. It is not perfect. No one say it's perfect, but, man, let's embrace patriotism and make it cool again to love the American way and American products. Is that all right?
Chad
Yeah.
Terry
Yeah.
Chad
Terry and I and Hulk were on the road. It was kind of during the hot topic of what you just mentioned, because it was Trump was running for president. Hulk and myself were at the rnc. We spoke there. And all Hulk really did care about, truthfully, and this is analogous, people that didn't know him, they make their assumptions. We were with them every single day. He would go on the road and we would just get to spend time with Americans. Didn't matter who they were. Republican, Democrat, didn't matter. Hulk was nice to everybody, really. We had the best time because we'd be at a bar. Everyone's happy. Hulk was there on stage chugging a beer with all the great Americans. And that was probably one of the greatest times we've had because it was rinse and repeat. That's all. Hulk, what you just said is exactly what he would say. Like, it's not about politics. Beer is a place where you can have a beer with your neighbor, have fun, watch sports or barbecue. He'd also say, mom's apple pie and just enjoy yourself. That's the brand that he wanted us out to create.
Ryan Alford
Yeah.
Terry
And what we found. And I say that we were on the luckiest tour ever because we got to go to places most people and certainly the media don't write about. And we've got to see people's kindness, their generosity, their openness, their excitement, the pride that exists in all these small towns around the country. It really was a tour that everyone should go on because you'd realize that in fact, in these small hometown places, people are happy. It's very different from what you read in the media. That's something that will stick with me for the rest of my life.
Ryan Alford
Yeah, good point there. That depresses me is turning the news on. It's all about doom and gloom and clicks and look, I know there's shit going on, but come on, it ain't all.
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Ryan Alford
The American way is work hard, play hard, and downtime and entertainment and all these things. A lot of things that Terry Hulk Hogan stood for. And what a consummate professional.
Sponsor/Ad Voice
Hulk Hogan always knew the way.
Ryan Alford
Say whatever you want about him. The dude knew the job. He knew who he was and the Persona that he carried and what he stood for. I like that. Guys like that, we need stand up for what you are and what you do. None of us are perfect because look, you go fucking look in the mirror if you think you got it all figured out. No, we have all imperfections. But the American way is to forgive and forget and to also, hey, know how to relax a little bit. And that's why I love what you're doing with this brand. Enough of me getting on my soapbox. You guys got the right guest or the right host. For you guys, the brand. This is right up my alley. Talk to me about the business side of this. What is it? Going up against big beer, it's challenging.
Terry
We've chosen one of the most competitive and cutthroat industries, and I think most industries would say that the difference here is there's only so much shelf space. And with all the laws and regulations in place, you have to go through the system. You've got to start getting the system to work with you and for you, not against you. Now, I could sit for hours and talk to you about the beer beer system and the three tiers. That's for another day. Unless your distributor wants to work with you and wants to push you, you're not going anywhere. What we've been able to build in a matter of year and a half is relationships. Thinking about it from a business podcast perspective. Relationship are the center of every single business. There's very few that I would say it's not critical for in the beer industry. Even more so you could look at it from a big, broad perspective, but ultimately it's the shop owner who wants to make a few more bucks each week. It's the truck driver who wants to make sure that they make their rounds. It's the person growing the hops and the wheat somewhere in North America that wants to be able to feed their family. And so the whole pipeline, the whole way along, you're dealing with individuals who care about their world. And you've got to make your beer worth their while, capture their attention. The more Ryan we have in this world who are interested in what we're building, you know, the more successful we'll be. Because it's going to take a lot more than just even our team to make this work. It's a whole ecosystem of people pushing in the right direction.
Ryan Alford
Do we want to go to how outdated the three tier system is. Do we want to go there? Do we want to still steer? We can go there if you want.
Terry
Our distribution partners are key to our success. The three tier system has long protected the distribution. The distributors in that chain. The issue you have is the further you get away from the consumer, the less you can impact sales. What we're trying to do is work well within that and just make sure that our distributors get more of their mind share than other brands. And obviously, when you've got the big Goliaths, you know, that's a big Goliath amount of mindshare that the distributors put towards them. How can you continue to create marketing moments and experiences that bring them into the real American world and make them feel like they're part of something? Because for the most part, the big brands aren't doing that anymore. So the opportunity is really in the relationship.
Chad
Yeah, it's a relationship. It's also marketing. We're constantly having to give them something to be excited about. Terry's CEO is incredible fighter. You got to be a fighter in this industry. Our whole team are fighters. We're ground and pound. And back to the Hulk thing is whatever Hulk would do, didn't matter who it was. If you were on his team. He expects you to work as hard as he is, and he'll work as hard as you were. And so that's kind of the culture we built from the marketing perspective. We have to bat up there with AB and these guys that we don't have the money like they do. We've raised some money. We have to be very selective on what we do. So we've learned a lot through this two years of how we spend our money and what we did. One thing that we did is really cool, is that we created a professional freestyle wrestling league because we knew that we wouldn't be able to compete against Bud Light with UFC deal and football. To rent out a stadium, be the official bearer of an NFL team, is half million dollars minimum. I wrestled my whole life. Let's call it unscripted wrestling, free folk star wrestling. And we were on the road and I was thinking, my son's wrestling and all the dads are drinking beer. The tournament stuff, I'm like, this is an area we can own. We come up with thinking about an idea. I told it to Terry and Hulk. I was like, my partner's in the freestyle wrestling league. Freestyle wrestling, that's now the most popular emerging sports league in the world. It bats up there with the rest of the combat sports. And now our beer is the official beer of wrestling. Unscripted wrestling. We come up with ways to be creative. Brantley Gilbert, we met him through Hulk wasn't drinking beer. He said he's allergic to alcohol. Now 14 years later because he was an alcoholic back in the day and now we create a non alcoholic beer with Brantley because Brantley has a story that resonates with the non alcoholic market. It's just coming up with unique ways to put ourselves there. It's very natural and sincere to our consumers.
Ryan Alford
Zero real American beer. Zero it.
Chad
Yeah.
Ryan Alford
Like I saw Brantley holding one. Yeah, yeah. I'm a country music loving truck driving. Oh, yeah. I'm South Carolina, baby. I know. Brantley Gilbert, you're our drinker.
Terry
We're going after you.
Chad
Yeah, we're. You got to come to rock the country.
Ryan Alford
Yes, I know. Yeah.
Sponsor/Ad Voice
When is that?
Terry
And Ryan. So they're, they're in seven small cities around the country. Our next one is in Belleville, Texas on May 1st and 2nd. Brantley is going to be performing there. What we're building is like an ecosystem where maybe it doesn't make sense to everybody right now, but what you'll start to see is that when you come into the real American ecosystem, it all works together. We've got Brantley walked out Colby Covington at a real American Freestyle. Colby and Brantley are both on the real American beer team. Brantley is performing at Rock the country. We are the beer of rock the country. You start to see country music and MMA are different. They're not. The people who are watching MMA are listening to country music and they're drinking beer. What we do is we're creating an ecosystem that is really surrounds someone's lifestyle. It's the person who's going watching the dirt racing that they're also going to watch Raph on Saturday night and watch that great show in Philly. So it's like, you know, we're sort of surrounding ourselves with the lifestyle of our, our drinkers.
Ryan Alford
I love that I'm sitting in the middle of my trading card store that I own. I'm going. It all sort of ties together too. There's a culture there.
Chad
We launched a trading card business for a raft. We've done pretty well. And there's guys that come from Tennessee and all these different states to buy collectibles. And Jeremy Padawan is one of the biggest collectibles guy in the space. He's also investor of real American Freestyle. So when he bounties the cards all the collectors, they come out and they want to be a part of it. It's been a really good part of our business.
Ryan Alford
Some top, some distribution or something there. I can put some, some RAF cards up here. Well, save, yes, trading cards. This is a match made in heaven. Let's talk about the business a little bit more with the distribution system. Is it bottom up or top down or both? Because I'm sitting here going, do you elevate the brand from the bottom down like customers? So you get them talking and asking, so you bubble it up there, pun intended. Or is it top? You're working the top. Talk to me about all that.
Terry
It's definitely both those lightning bolt brands that you hear about once every few years, they've managed to both the exact same time. Grunds is an example of one that he sold and I would say they're one that kind of found a need, found the consumers, found a route to market and did it together. Now with beer on the alcoholic side, it's a little bit more fragmented. I think you need to win the hearts and minds of the distributor first. Then that allows you to win the hearts and minds of the retailer. And then the job is to get the consumers to pull. If you start the other way around, consumers can't find it. And so there's always that thought of when do you spend your marketing doll and when do you accelerate? Because if you've got all this great stuff happening but the product's not on the shelf, forget about it. Then no one's ever drinking your beer because it's not there. And the need to get distribution and get it wide across everywhere where you're targeting. Only spend money where the beer is actually on the shelf because of the three tier system. That's the real. That's where it really becomes interesting. That's why in a year and a half since we've launched, we were able to open up 20,000 retail doors. We were able to set up 180 distributor relationships across, across 32 states. We were able to get into Walmart's, into Albertsons, we're at heb, you name it, we've had a spot in it Total Wine across the country. To be able to do all of that rapidly and then also get the consumer at the same time. You win some, you lose some. Some markets weren't into our old packaging. Just to be clear, it wasn't the thing for it. Now what we're doing with the rebrand is we're really making sure that we've got that surround sound. That we know is needed. So Raf is our core consumer. We're focused on wrestling, we're focused on colleges. And then we're also focused on country lifestyle and those three areas. We've got very sort of specific pillars for marketing that we're building under that. But we're building that because we know also where our distribution is. We're getting strong distribution in Texas, we're getting strong distribution in Florida. We're getting strong distribution in Georgia. You sort of start to see how when you look at where we're going to be on the shelf, our consumer is there and we can speak to them in a certain way. The magic is when the two collide, it needs to happen from the top and the bottom at the same time.
Chad
We're not a beer that's killed in the city of Massachusetts. Boston. Right. It's not a beer that's going to kill it in downtown Chicago. We kill it in Illinois and all other areas in Illinois, just like Terry's market, we murder it in upstate New York. We do really well in Wisconsin, in Michigan, we kill in Ohio. We know that we're not going to be. That's going to be go into nightclub in New York City and that's going to be our beer of choice. So like Terry said, we're very focused. I know where we went and we know where we went.
Ryan Alford
Yeah, that country culture telling you South
Terry
Carolina, it's about to open. North Carolina, that's going to be in the coming month or so. So we'll be down in South Carolina in no time.
Ryan Alford
Let's stop in if y' all come on the world tour or whatever through the South. I think like, you know, direct to consumer. Like is that ever going to happen
Terry
for be a lot of the beer, only non alcoholic beers have done well and been able to get distribution because of direct to consumer. So with the launch of our Zero, we've just started our D2C so we've had to build that whole arm and muscle. We haven't quite yet got Hulk's muscles in that arm. But what we've had to do there is we can start selling that directly outside of the three tier. Because it's a non alcoholic beverage in most states. It's possible. Now with that, what we're already seeing is an ability to understand more about the consumer. Because we get the direct data. We've learned that we're getting about 25% rebuys in the last three weeks. Weeks just off a smaller base. But still that's a fantastic indicator of Flavor and taste resonating with the consumers that are buying. You start to see and understand more how direct data with the consumer can change the way you can react. That's the hardest thing with beer is you just don't get that because you don't have that relationship with the consumer. From a transactions basis will it ever go D2C? I think again as long as you work through it, maybe it's D2C and it ends up being that, you know the back end goes through the retailer. That's how D2C has worked so far. I don't think there's any time soon that that's going to change. I think it's about finding the way to work within it.
Ryan Alford
Now is that just a safety because you're sipping an alcoholic beverage and people are worried that 15 year olds are going to be drinking it too easily.
Terry
In fact if you go to walmart.com Here's a great thing about Walmart and we love them as our partners, they really do a great job. What Walmart is able to do now I think it's the stat something like in 97% of the country you can order and get your product delivered to your door within three hours and that includes alcohol. That's a little promo for Walmart but it's a pretty fantastic stat that in fact in most parts of the you can actually order and get alcohol delivered to your door within three hours.
Ryan Alford
Oh South Carolina to have that. I don't think blue law states, I don't know we're backwards on some things we're forward, the other were backwards. It's just South Carolina way.
Terry
Well that and that most the whole of the alcohol regulation side of things is done state by state. My background is I'm a lawyer and so that's helped us really to understand and cut through some of the noise. When you set up a new company it does it makes a difference to understand it so you can work within
Chad
it to go through. We went through over 180 wholesalers, distributors and they're like they used to look at me and Terry and be like you guys can't get this done in a certain amount of time. And Terry's like well I'm a lawyer, I'll be okay. And so within we get a contract signed with them that may take a normal company four to six weeks. We get it done in three to five days. And a partially we had to do that because we would take Hulk to market. Hulk went with me and Terry to Walmart and all these different Spots. But once we. Hulk was agreeing to go to market, we had to move quick. And so there's one time where we actually got a contract done in about a day. And then we were in market.
Terry
Yeah.
Chad
Days later. So pretty crazy.
Terry
Three or four days later with Hulk with a large retail partner.
Ryan Alford
That's nimble. You don't see that at the big spots. Trying to think how anybody sleep.
Chad
Not during that. Not during those. Not during those times was. It was crazy. You get like 6 to 800 people waiting in line to meet Hulk. And he was in a lot of pain. Barely can move, to be honest. You. And he stood up there for four hours to make sure everybody got to meet him. And that's what you were talking about earlier, which always resonates with me. It's important for me to always show that was part of his legacy because most celebrities at his level would not do that. And he would do it. Rinse and repeat, rinse and repeat three to four times a day while everyone else is getting to relax. I thought that said a lot about his character. The end of the last year of his living, he got to see the love that people had for Hulkamania. And that kind of gave him his energy. When he's in that pain during those store visits, lift him up and you go, man, brother, I'm tired. But they still. The Hulkamania, that 1984 Hawk Field. I feel that lightning bolt still. And he would say that to me and Terry all the time. So I thought that was a good message. That for the Brain brand. That's why a lot of distributors and people want us to win too. He would drive a lightning bulb to them that he would sell seven trucks of beer in a week because he would show up and that no one was able to ever do that.
Ryan Alford
He always knew the job and he always did it. I didn't know him personally, but I know you know, Darren Prince is like one of his many agents. Entertainment and shows, everything. Darren and I are close and he speaks very highly of Hulk Hogan. And I always. And I followed him growing up. I mean, I watched wrestling.
Chad
I don't know if you met Christopher Volo, but he worked with Darren for a long time. And Chris Vo is our partner. He's the one who would be with Hulk and us on the tour all the time and was a partner of the beer and RAF. But on the road, he managed Hulk for 17 years with Darren.
Ryan Alford
That's awesome.
Sponsor/Ad Voice
What are we going with the brand?
Ryan Alford
I know you guys talked about some of the changes we've talked about the raft integration and all that stuff, which makes tons of sense. Where are we pointed towards right now?
Chad
We're going towards the real American beer. It's a bright brand as the original vision that we set out to do. Terry said. It's a very pointed approach. We just launched non alcoholic. We're going to be coming out with more SKUs. We're just getting started. We're almost a two year old brand. We just launched a whole new VBI as Terry is presenting. We were two weeks ago here in Tampa. There's a bunch of football players from the Bucks there and they love the beer people. It's just getting the beer in hands and becoming as big as company, big CPG company, beverage company that we can be. But it's staying in our lane, knowing who we are and just really hyper focused on growing the business.
Terry
We're always looking for ways to activate our community. We've got, we've already very new brand but a bunch of loyal followers and it's like how can we use them to continue to be advocates and referrals for the brand? So we're coming up with a couple of really cool things that I'm excited to share soon. But this can't be done by our team. I said this earlier, but it really will take a force and a force of people who all want to see something new and aligned to what they love work. We're just building that group of people who will make sure that they go and buy a six pack each week, make sure it's on their local tap at the bar that they go to by the lake in Wisconsin. It's about finding those people to be like a hey, can I get real American beer in here? Because I love it and I'll drink it and all my friends will drink it too. That's the trick here. It's going to take a lot of us to make this work.
Ryan Alford
Well, I've got sponsorship open on my houseboat that's on Lake Kiwi. We'll make real American beer the official beer of the summer of the offered houseboat.
Chad
We'll make sure you're stocked.
Ryan Alford
Yes, I got. Look, I got 75ft. I got a top deck with my bar and we're going to stock that baby with real American beer and we'll just be the summer of Rab.
Terry
I love
Chad
one of your houseboat parties.
Ryan Alford
Yeah. So you're invited. Yeah. With the film, like the stocking or something? Yes. Oh, it's fun.
Chad
You got to come to an RAF event.
Ryan Alford
I want to, man. I'd love to. We'll have to work that out. I have a real appreciation for how tough those guys are. That's real is the right word. Real tough. Hey, guys. What? Can we leave details, information for anybody listening that wants to learn more about what you guys are up to, etc.
Terry
Take a look@therealamerican.com that's our website. Rinkrab is the Instagram, the handle across most social channels. The biggest thing we can ask is ask your local bar or your liquor store to get Rabin. Say that you want to try it, get them to ask for it. And we'll make sure that the beer keeps getting stocked because we'd love to be part of your regular beer drinking occasions. That's the ask of the team around the country.
Chad
Yeah, like Terry said, to show up, up, see the culture we're building. And then we're the number one show on Fox Nation too. For Raf. If anyone wants to watch Raf, just tune in to Fox. We're the number one show there as well. And you'll see the beer front and center as well. We appreciate you having us on here.
Ryan Alford
Yeah, my pleasure.
Terry
Thanks very much.
Ryan Alford
Perfect fit. Real America free style.
Terry
Open now.
Ryan Alford
Oh, yes, please. There we go. Terry's cracking one. We'll be cracking one. I'm going to get. Yes.
Chad
Terry's a real American Australian. I like to joke with her.
Ryan Alford
Yeah, exactly.
Terry
Well, I mean, it is a funny one because I say to people I come at being a real American from a different point of view. I wasn't born here, but I choose to raise my family here. I call it the greatest country in the world and I see it for all of its good things. In fact, it's a privilege to be in the country. It's a privilege to be able to build a family and a career here. And for that reason I have a very interesting perspective on it. And I'm proudly American.
Ryan Alford
That is actually the most American thing that I've ever heard. Is actually like that's what America's about. It's about the freedom and the choice to be here. That's when you have the privilege to be. And then adding value to the country like you are, Terry, and bringing a challenge to big beer with a real American product.
Terry
Yeah. I have a five year old daughter and she sounds more American than anything. The fact that she gets to be schooled here, the fact that she gets to live here, it's a privilege for her and I'm glad we have the opportunity to be here.
Ryan Alford
Chad, Terry. Really appreciate you guys for coming on. It was a pleasure getting to know you. I hope it's just the beginning.
Chad
Thank you for having us. Look forward to meeting you.
Terry
Can't wait to be on your house.
Sponsor/Ad Voice
Hey, guys.
Ryan Alford
You're to find us Ryan is right dot com. You'll find links to all the beer episodes. All the beer talk will be there. It always is. We appreciate you for making us number one. You can find me at Ryan Alford. That blue check before you could buy it, baby. We'll see you next time. Right about now this has been Right
about now with Ryan Alford, a Radcast network production. Visit ryanisright.com for full audio and video versions of the show or to inquire about sponsorship opportunities. Thanks for listening.
Podcast: Right About Now (Radcast Network)
Host: Ryan Alford
Guests: Chad (Co-founder), Terry (CEO, Former Head of M&A at InBev)
Date: April 21, 2026
This episode dives into the scrappy business playbook behind Real American Beer—a brand forged with wrestling icon Hulk Hogan—offering a behind-the-scenes look at how to break into the cutthroat beer industry. Ryan Alford talks candidly with Chad and Terry about partnering with Hulk, conquering distribution challenges, outsmarting big beer, and why building a culture is more important than any marketing campaign.
On Hulk Hogan’s Legacy
Chad (18:19): “Hulk… barely could move… and he stood up there for four hours to make sure everybody met him. Most celebrities at his level would not do that.”
On Their Scrappy Philosophy
Terry (07:09): “It’s one of the most competitive and cutthroat industries… There’s only so much shelf space. With all the laws and regulations… you have to get the system to work for you.”
On American Positivity
Terry (04:14): “We were on the luckiest tour ever… we got to see people’s kindness, their generosity, their openness, their excitement, the pride in all these small towns… It’s very different from what you read in the media. That will stick with me for the rest of my life.”
On Community-Driven Growth Terry (20:35): “We’ve already a very new brand but a bunch of loyal followers… The biggest thing we can ask is—ask your local bar or your liquor store to get RAB in. Say that you want to try it.”
Real American Beer isn’t just another upstart—it’s a masterclass in hustling your way into a legacy industry with heart, grit, and creativity. Rejecting corporate gloss for boots-on-the-ground action, they’re hacking distribution, community, and patriotism to build something that genuinely resonates.
“It’s about finding those people to be like, hey, can I get real American beer in here? Because I love it and all my friends will drink it too. That’s the trick here.”
—Terry (20:35)