WWE Gets Into the Booze Game with New Seagram’s Deal

WWE is stepping into the ready-to-drink alcohol space for the first time, and they’re doing it with a splash—literally.

According to Sports Business Journal, the company has signed a multi-year partnership with Seagram’s to launch a line of canned drinks branded with WWE-style flair.

The new collaboration, dubbed the Seagram’s Escapes Spiked WWE Series, will feature three unique flavors, each styled after WWE championship belts. The packaging will be wrapped in jewel-encrusted designs created by design studio Sister Mary, in collaboration with brewing company FIFCO USA. Each drink gets its own “title belt” aesthetic, turning the cans into collectible pieces of WWE culture.

But this isn’t just a shelf product. The partnership kicks off in a big way with Seagram’s branding featured during WWE’s Money in the Bank event. Fans will see sponsorship integrations on the LED ring skirt, ring posts, and during a special in-show sponsored match. The collaboration doesn’t stop there—expect more Seagram’s content at other premium events like SummerSlam and Survivor Series.

WWE is also producing a custom digital content series starring its talent, plus in-market appearances at Seagram’s events featuring WWE Superstars.

WWE joins a growing trend of major sports and entertainment brands diving into the canned alcohol market. Recent similar moves include UFC teaming with Atomic Brands and the Los Angeles Dodgers linking up with Surfside.