Brantley Gilbert, the seven-time No. 1 country hit singer-songwriter, has had more than one occasion in his life where his fourteen years of sobriety left him feeling like he was on the sidelines.
“This is an opportunity for those of us who have, for one reason or another, taken alcohol out of our lives to have a cold beer,” he said, “and share one with our friends.”
America’s oldest and youngest generations are drinking less, with U.S. alcohol consumption at its lowest point in nearly a century, according to the 2025 Gallup Consumption Habits questionnaire. Only 54% of adults reported using alcohol last year, while half of 18-34 year olds did not drink at all – a steep drop from the 72% of young adults who did so 20 years ago.
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The desire to cut back on alcoholic drinks has led to a burgeoning market of non-alcoholic beers and wines, of which Gilbert is now proudly a part.
From fan to owner, the country music powerhouse is the newest major equity partner of Real American Beer (RAB). He is leading the launch of RAB Zero, the brand’s first non-alcoholic drink that promises ‘real beer energy’ without compromise.
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“The RAB people are just next level people, and they are patriots,” Gilbert said. “They’re about God, family and country, and that’s easy for me to get into.”
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Real American Beer wants to differentiate itself from the competition by making the beer part of a meaningful experience instead of focusing on the product itself. The brand was launched in 2024 and pays tribute to its late founder, Hulk Hogan.
“[Growing] When I watched wrestling, I thought Hulk Hogan was almost the second coming, and when I got the chance to meet him and know what he was up to with Real American Freestyle, I got the chance to be friends with him a little bit and write the theme song for that, how he wanted it to sound,” Gilbert reflected. “Really, you know, the conversation had to evolve into, what do you want this brand to be about? And of course that was just completely American.”
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“I don’t really work with people I don’t believe in or with products I don’t use myself,” he added. “Having a stake in the game obviously adds to the equation.”
Gilbert, who has been sober since December 2011, explained why he wanted a product that would allow people to participate in “beer moments” without alcohol.
“I finally came to terms with the fact that I’m allergic to alcohol, like I broke out in handcuffs and bad decisions,” Gilbert said.
“It’s not that I can’t drink. It’s that I choose not to, you know what I mean? It’s a choice. And I think people are a little more respectful of that… This is an option… for beer lovers like me to still pop a top and cheer up your friends and have a cold beer, without making all the bad decisions, all the negative things that come with it.”
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The country music star sees this partnership as a way to pass the torch for his late friend while celebrating his own personal redemption as a married father of three.
He also sees 2026 as “one hell of a ride,” and teases that even more new music is coming.
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“My story is one of those blessed…My wife comes back into the picture and gives me the opportunity to love her after not seeing or speaking to each other for six or seven years,” Gilbert said. “It’s this kind of redemption story that I honestly wouldn’t be in a great place without.”
“Years later, God willing, we will cheer and celebrate not only the success story of this brand, but the success story of American patriotism.”
