For the first time, WWE is entering the alcoholic beverage market with a promising new partnership. The company has teamed up with Seagram’s for a multi-year deal to introduce a line of canned drinks infused with WWE’s distinctive flair, as reported by the Sports Business Journal.
This collaboration, named the Seagram’s Escapes Spiked WWE Series, features three exclusive flavors inspired by the WWE Championship belt’s style. The packaging is designed with a jewel-studded motif created by Sister Mary, a design studio working alongside Brewing Company FIFCO USA. Each can showcases its own “title belt” look, making it a collectible piece for WWE enthusiasts.
But this partnership goes beyond just selling drinks. It kicks off with Seagram branding prominently displayed at WWE’s Money in the Bank event, appearing on LED ring skirts, ring posts, and during specially sponsored matches. The alliance continues with Seagram advertising featured at major WWE events like SummerSlam and Survivor Series.
Additionally, WWE is creating custom digital content featuring its superstars for this partnership, along with commercial appearances at Seagram-sponsored events.
WWE is following a growing trend among major sports and entertainment brands venturing into the canned alcohol market, similar to UFC’s partnership with Atomic Brands and the Los Angeles Dodgers’ collaboration with Surfside.
Fan Take: This move marks a fresh and exciting opportunity for WWE fans to engage with the brand beyond the ring, turning collectible cans into conversation starters. It also shows WWE’s intent to innovate and expand its presence in lifestyle markets, potentially boosting fan loyalty and creating new revenue streams for the sport.
