Carma files lawsuit claiming Hulk Hogan beer idea was stolen
Carma HoldCo has filed a lawsuit against two of its former executives, accusing them of stealing plans for a wrestler-themed beer venture. At the centre of the row is the use of Hulk Hogan’s name and image, and a marketing concept Carma insists was theirs first.
Illinois-based Carma HoldCo has accused its former president, Chad Bronstein, and former chief legal and licensing officer Nicole Cosby of conspiring to misappropriate confidential materials to launch a rival beer brand, Real American Beer, according to court documents seen by Law360.
The pair, the company claims, used trade secrets and intellectual property gleaned during their tenure at Carma to develop and commercialise a beer featuring wrestling icon Hulk Hogan (pictured).
Carma contends that both executives broke their employment agreements by exploiting company-owned marketing strategies and creative assets to fast-track their new drinks venture, Rahm Inc, which owns the Real American Beer brand.
Hulk Hogan deal allegedly hijacked
The legal complaint outlines Carma’s prior relationship with Hogan, stating that the company had formalised a partnership with the former wrestler in February 2023. Bronstein, while still serving as Carma’s president and chairman, was “intimately involved” in developing the Real American Beer brand and had participated in joint venture discussions with August and Billy Busch, who held a trademark linked to the beer’s branding.
Nicole Cosby, as Carma’s chief legal officer, was also closely involved in these brand plans. According to Carma, she was privy to confidential product proposals that included beer can concepts featuring Hogan’s name and likeness, developed in-house by a designer and submitted to the company in September 2023.
From concept to competitor
Two months later, Carma terminated both Bronstein and Cosby, claiming the former had structured deals to gain personal ownership stakes in the emerging beer brand. Cosby is alleged to have provided legal backing to Bronstein’s manoeuvres.
Following their departure, Carma alleges that the pair continued discussions with Hogan and the Busch family, ultimately persuading Hogan to abandon his contract with Carma and collaborate with Rahm Inc instead. Hogan reportedly became uncooperative and ceased his ambassadorial duties shortly after the executives’ exit.
Trade secrets, trademarks and legal demands
Rahm Inc has since filed trademark applications for “Real American Beer”, covering not only beer but also non-alcoholic variants and related merchandise such as mugs and coolers. Carma argues this constitutes a misuse of its proprietary information and is seeking financial redress and a court order to halt the use and sale of what it claims are stolen business assets.
Partner Content
The lawsuit lists multiple claims, including breach of contract, violation of both federal and Illinois trade secret laws, and tortious interference with Carma’s existing and potential business relationships.
Carma is demanding over US$579,000 in contractual restitution from Bronstein and Cosby combined, along with additional damages, royalties, and a ban on any further use of its intellectual property by the defendants.
Meanwhile, legal woes mount for the brand itself
This is not the only courtroom controversy surrounding Real American Beer. As previously reported by db, the brand was named in a separate lawsuit filed in February after a sealed can of the beer struck a woman at a promotional event in Ohio.
The incident occurred in August 2024 at Thirsty Cowboys, where Hogan and another promoter reportedly threw sealed beer cans into the crowd. One of these hit Michelle Harlukowicz in the head, resulting in an open wound and permanent scarring.
Her legal team claims the brand and the venue acted negligently. “It’s unconscionable to think that you’re going to go to a bar to see a celebrity and end up being pelted with a can of beer,” said her lawyer, Eric Tayfel.
Celebrity sparkle fades under scrutiny
Real American Beer launched in June 2024, promoting itself as a low-carb, low-calorie brew. In January 2025, it was named as a sponsor of the relaunched WWE. However, its association with Hogan has faced backlash, with the wrestler reportedly booed during a promotional appearance.
As Carma seeks to reclaim ownership of its beer brand vision in court, the case raises broader questions about celebrity partnerships, corporate ethics and the value of a concept in the ultra-competitive drinks industry.
db has reached out to Rham Inc for comment.
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