WWE branches out into RTDs
Seagram’s Beverage Company has become the latest drinks brand to sponsor World Wrestling Entertainment (WWE), with the partnership marked by the release of a trio of co-branded RTDs.
It has already been a busy 2025 for WWE, with its partnership with streaming colossus Netflix commencing on 6 January. Shortly afterwards, the organisation announced a sponsorship deal with Real American Beer, the low-calorie, low-carb beer brand launched by ex-wrestler Hulk Hogan last summer.
In March 2024, Wheatley Vodka was also named the Official Vodka of WrestleMania XL.
Now, Seagram’s Escapes, characterised as a bran of “flavoured malt beverages”, has been announced as a new WWE partner in a multi-year deal, marking the first time that the WWE has licensed a ready-to-drink (RTD) product.
Three wrestling-themed flavours have been launched in the Seagram’s Escapes Spiked range: Slammin’ Blueberry (blueberry and lemon), Rumble Punch (flavoured with lemon, strawberry, watermelon and guava – the same as Seagram’s’ Jamaican Me Happy) and Pineapple Powerhouse (pineapple, cherry and lime). The trio all have ABVs of 10%.
Partner Content
Jaime Polisoto, brand director for Seagram’s Escapes, said in a press release statement: “Our collaboration with WWE marks an exciting moment for Seagram’s Spiked as we connect with WWE’s global audience. Plus, our sales team is thrilled to leverage WWE Superstar appearances at retailers nationwide, creating unforgettable experiences for fans.”
As part of the promotional deal, the co-branded cans will feature on social media, in match sponsorships, as well as “integrations” at certain WWE events.
Meanwhile, former WWE wrestler ‘Stone Cold’ Steve Austin surprised an organic Napa producer when he swung by for a tasting in April. The Wrestle Mania star visited Failla Winery, where wines are priced between US$25 and US$35 per bottle, and tastings range from $65 to $150.
Austin, who is considered to be part of the ‘Mount Rushmore’ of wrestlers alongside The Rock, The Undertaker, Hulk Hogan, Ric Flair, and John Cena, also revealed he had turned down a $1 million deal to work with Logan Paul’s drinks brand Prime. He declined to wear a Prime bottle mascot costume, saying: “I don’t know anything about his product, its ingredients, whether it’s good or bad. It just wasn’t my thing.”
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