He may not have been an active in-ring performer, but Stone Cold Steve Austin was still very valuable to the WWE brand in 2004. As the co-GM and then 'Sheriff' of Raw, he played an important role in the company. The simple fact was that Austin was still one of, if not the, most over performer on the roster. Any time the glass shattered and a Stunner was dealt out the crowd would become unglued. WWE were aware of this and, keen to capitalise on Austin's mainstream appeal, began working with The Texas Rattlesnake and the High Falls Brewery on the long-rumoured Stone Cold Beer project. The company were hands on, with Vince and Austin reportedly touring the brewery before a WWE live event - they were 'not approaching it as a gimmick beer, were approaching it as a legitimate brand', according to WWE Vice President of Partnership Marketing John Sohigian. This was serious business. All was going swimmingly (WWE even ran a survey on WWE.com asking fans about the proposed Stone Cold Beer) when, typically, star and company fell out with one another. Austin walked out of WWE in April, dismayed at WWE's insistence on controlling his projects outside WWE. The Stone Cold Beer was no more. Of course, there were other contract disputes and factors at play, but WWE really should have done what they could to retain Austin's services. He was a massive star, still shifted truck loads of merchandise (his F*** FEAR DRINK BEER shirt had to have been one of the year's best sellers) and, most importantly, was still wanted by the fans. Stupid decision, 2004 WWE.