WWE star Rey Mysterio is the new brand ambassador for Constellation Brands’ Victoria Beer brand.
Mysterio, regarded in the pro wrestling world as one of the greatest luchadors of all time, kicked off the partnership Sunday night during the wrestling circuit’s first major event of the year, the Royal Rumble. He entered the match wearing a custom mask emblazoned with the beer brand’s logo and featuring its yellow-and-red color scheme.
Constellation Brands and the WWE announced a partnership in October to make the Mexican import label the “Official Beer of SummerSlam,” the wrestling promotion’s second biggest card of the year, which is slated to take place in August.
When the partnership was announced, Constellation Brands teased a brand ambassador deal for a WWE wrestler to make appearances and promote the brand on social media. Mysterio kicked that off with an Instagram post showing off his new mask, which he wore during the 30-man Royal Rumble match to determine the challenger for one of WWE’s top championships.
As Rey Mysterio ran to the ring Sunday night, WWE announcer Michael Cole revealed that ambassador deal.
“Victoria is an iconic beer from Mexico, with a deep connection to Mexican heritage,” he said as Mysterio jumped off the top rope onto an opponent in the ring. “And just like Rey, as you see there, Victoria is proudly Mexican. WWE is proud to welcome Victoria Beer as a new partner.”
The night wasn’t Mysterio’s though, as he was thrown over the top rope and eliminated from the match, which was won by Edge.
Constellation Brands said the partnership with Mysterio is an extension of the beer brand’s “first-ever sports and entertainment sponsorship” as the official beer of SummerSlam.
“As the greatest cruiserweight in pro wrestling history and one of the most successful wrestlers of Mexican origin in WWE history, Rey Mysterio is the perfect partner for Victoria, a rich Mexican beer with a proud heritage and a long tradition of bringing people together,” the company said. “Given both are tied to Mexican roots, this authentic partnership is a perfect fit for all.”
Off-premise sales of Victoria lager in the convenience stores channel increased 3.9%, to more than $28.4 million, in 2020 (through December 27), according to market research firm IRI.