The Fighter, The Beer, and the End of the Hangover
Colby Covington trains like a man with something to prove and drinks like a man who refuses to lose another morning.
The UFC welterweight has officially partnered with Real American Beer as a long-term partner and investor…but according to Covington, the partnership started long before the paperwork.
"I was a customer first," he said. "It just made sense. The brand is built for guys like me, wrestling, MMA, guys who actually train. It wasn't some corporate handshake. I was already cracking these open."
That mentality carries into how Covington still approaches fighting and training. During our conversation, he repeatedly came back to wrestling, calling it "the greatest and oldest sport in the world."
He said he is still fully committed to the grind and wants to dedicate the last great years of his athletic career to the sport and the lifestyle that built him.
"I'm all in," Covington said. "This is what I'm passionate about."
That authenticity reflects a larger shift happening across fitness culture. The rise of non alcoholic beer is no longer driven by people avoiding nightlife entirely. It is increasingly being embraced by athletes and high performers who want the social ritual without sacrificing recovery.
For Covington, the equation is simple. Alcohol disrupts sleep, hurts recovery, and steals training quality the next day. RAB ZERO gives him the experience of winding down with his team without the cost attached to it.
"I want hard earned good times," he said. "Not consequences. I want to show up the next day better than I did the day before."
Covington's schedule remains relentless: wrestling, striking, conditioning, recovery, then doing it all again. The discipline does not stop outside the gym, which is exactly why RAB ZERO fits naturally into his routine.
For men trying to balance serious fitness goals with social culture, Covington believes the future is obvious: better recovery, fewer compromises, and no hangovers attached.
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This story was originally published May 11, 2026 at 1:02 PM.