World Wrestling Entertainment (WWE) has partnered with US-based FIFCO to make its debut in beverage alcohol.
The sports organisation, owned by TKO Group Holdings, is rolling out a co-branded version of FIFCO’s Seagram’s Escapes Spiked brand in three variants: Pineapple Powerhouse, Rumble Punch and Slammin’ Blueberry. The trio will “receive prominent integrations” at pay-per-view events including Money In The Bank on 7 June, as well as SummerSlam and Survivor Series later in the calendar.
The release marks WWE’s first licensed ready-to-drink product. The 10%-ABV line are available now at “retailers nationwide” in the US for an undisclosed SRP. The flavours are not newly created, but use pre-existing Seagram’s Escapes Spiked variants (Jamaican Me Happy, Pineapple Cherry Lime and Blueberry Lemon).
“Our collaboration with WWE marks an exciting moment for Seagram’s Spiked as we connect with WWE’s global audience,” said Seagram’s Escapes brand director, Jaime Polisoto. “Our sales team is thrilled to leverage WWE Superstar appearances at retailers nationwide, creating unforgettable experiences for fans.”
Earlier this year, former NBA basketball player Shaquille O’Neal collaborated with US-based Beatbox Beverages to launch a new ‘spiked’ RTD.
