WWE has officially stepped outside the ring and into the beverage aisle with the announcement of a new multi-year partnership with Seagram’s.
The two entities have made a flavored malt beverage brand, which is WWE’s first-ever licensed ready-to-drink product, Seagram’s said.
The collaboration features a trio of bold new flavors under the partner brand’s spiked line. With names including “Rumble Punch,” “Pineapple Powerhouse” and “Slammin’ Blueberry,” the lineup brings a colorful twist to the world of alcoholic beverages, Seagram’s said.
As part of the agreement, Seagram’s will serve as an official partner of WWE, with branded integrations including at the June 7 “Money in the Bank” event at the Intuit Dome in Los Angeles, as well as “SummerSlam” and “Survivor Series,” Seagram’s said. The partnership will also feature enhanced match sponsorships; a digital content series starring WWE superstars and opportunities for fans to meet the stars at Seagram’s retail locations.
Grant Norris-Jones, executive vice president and head of global partnerships at TKO Group Holdings, which WWE is a part of, called Seagram’s “the ideal partner” for WWE’s first foray into the ready-to-drink market, citing its authenticity and innovation.
Jaime Polisoto, Seagram’s Escapes brand director, echoed the excitement, and said the partnership allows them to connect with WWE’s global audience while offering unforgettable in-person experiences through retail tie-ins, both companies said.
The co-branded spiked beverages are now available nationwide.
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