The estate of wrestling icon Hulk Hogan is facing a major legal challenge tied to the launch of Real American Beer, a brand that debuted shortly before his death.
According to court filings cited by Us Weekly, celebrity branding firm Carma HoldCo filed a lawsuit this week in Florida alleging breach of contract and conspiracy related to the beer venture. The company is seeking at least $10 million in damages, claiming Hogan’s estate and others improperly used its ideas and materials to bring the product to market.
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Carma HoldCo, which works in celebrity licensing and brand development, alleges that Hogan was serving as a brand ambassador for the company when he secretly collaborated with a competing group to launch Real American Beer. The lawsuit claims that proprietary concepts and pitch materials developed under Carma’s umbrella were later repurposed without authorization.
The complaint further alleges that former Carma executives played a role in the dispute. According to the filing, internal resources were allegedly taken and used to help pitch the beer concept to another company, cutting Carma out of the deal entirely.
“As a direct and proximate result of Defendants’ breaches, [Carma] has suffered damages in an amount to be proven at trial but at least ten million dollars,” the lawsuit states.
This is not the first legal action tied to the situation. In July 2025, Carma filed a separate lawsuit in federal court in Chicago against its former president and former chief legal and licensing officer. That case accused the executives of using Carma’s ideas and connections to lure Hogan away and develop the beer brand independently.
The defendants in that earlier case have denied all allegations. In a response filed in October 2025, they described the claims as unfounded, stating that they “never developed or contracted for a beer, had no agreement with Hulk Hogan, and owned no beer-related trade secrets.” They also denied interfering with any business relationship involving Hogan.
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Real American Beer officially launched in June 2024 and, according to the company’s website, is distributed across 20 states. The brand later secured a partnership with WWE, further tying it to Hogan’s wrestling legacy.
