10 Missed Opportunities In Steve Austin's WWE Career
4. The Stone Cold Beer Project
Steve Austin is, was and always will be a merchandise phenomenon. His basic yet effective 'Austin 3: 16' t-shrit is one of, if not the, highest-selling wrestling t-shirt of all time. You put Austin's likeness on action figures, mugs, even postage stamps - you're more than likely going to have a big seller. Keen to capitalise on Austin's mainstream appeal, it was announced in February 2004 that Austin, WWE and the High Falls Brewery were going to partner on the long-rumoured Stone Cold Beer project. Yes, Austin, one of the most famous beer drinkers in pop culture, was getting his own brand. WWE Vice President of Partnership Marketing John Sohigian said at the time that they were 'not approaching it as a gimmick beer, were approaching it as a legitimate brand'. Austin and Vince McMahon reportedly toured the brewing facility before a live event. Austin was very hands-on with the project. It seemed as though everything was sorted and ready to go (WWE.com even ran a survey asking fans about the proposed Stone Cold Beer) when Austin fell out with WWE management again in April. The two sides could not agree on contract disputes and Austin walked. The Stone Cold Beer project was cancelled and Austin wouldn't appear on WWE television again for another year. Although Austin is apparently looking to break into the beer world (anyone who listens to his podcast knows he's a big IPA man), not launching the Stone Cold Beer line while Austin was still an active performer on WWE TV has to be deemed a missed opportunity.
