SAN JUAN BEVERAGE COMPANY & CROWN HOLDINGS TEAM UP TO LAUNCH SUPER BOWL CHAMP KAM CHANCELLOR'S BAMMARITA COCKTAIL IN CANS
- Partnership with major retailers (Kroger's QFC, Albertsons/Safeway) ensures wide distribution
- Celebrity partnership with Super Bowl champion Kam Chancellor adds brand value
- Product launch timing aligns with key marketing events (Cinco de Mayo, Memorial Day)
- Charitable component through partnership with charity: water enhances brand image
- None.
Insights
Crown Holdings expands in growing RTD cocktail market through partnership with San Juan Beverage for celebrity-branded BAMMARITA line.
Crown Holdings has secured a strategic position in the expanding ready-to-drink (RTD) cocktail segment through its new exclusive packaging partnership with San Juan Beverage Company. The collaboration brings former NFL star Kam Chancellor's BAMMARITA premium cocktail line to the retail market in Crown's 12-oz CrownSleek aluminum cans.
What stands out in this announcement is the impressive three-month timeline from concept to market implementation. This operational efficiency demonstrates Crown's manufacturing agility and ability to support partners requiring rapid market entry – a competitive advantage in the fast-moving beverage industry where speed-to-market is increasingly critical.
The partnership has already secured distribution with major retailers including Kroger's QFC and Albertsons/Safeway, positioning the product for key seasonal selling periods like Cinco de Mayo and Memorial Day. The four-flavor product line (Lime, Cadillac, Mango, and Kiwi Strawberry) at 6
For Crown Holdings, this represents incremental business in a growing category. While the financial impact isn't quantified, the partnership aligns with beverage industry trends toward premium canned cocktails and celebrity-backed products. The collaboration also includes support from West Coast Container Inc., suggesting a coordinated supply chain approach to serve the Pacific Northwest market efficiently.
The charitable component (donations to charity: water) adds a corporate social responsibility element that may resonate with consumers increasingly focused on brands with purpose. Though likely not transformative to Crown's overall financial picture as a global packaging leader, the partnership demonstrates the company's continued success in diversifying its beverage customer base beyond traditional categories.
New Partnership Brings Pacific Northwest Fan Favorite Cocktail to the RTD Market
"Crown is thrilled to partner with San Juan Bev. Co. in launching this innovative and exciting new product into the rapidly growing RTD market," said Bryan Sahadi, Marketing and Commercial Operations Senior Manager at Crown. "Our extensive packaging experience and capabilities and state-of-the-art graphic design operations are ideally suited to help achieve both San Juan Bev. Co.'s goals and Kam's vision, resulting in ultimate speed-to-market to get BAMMARITA in the hands of consumers."
Brewed and blended with San Juan Bev. Co.'s proprietary Island Shine™, BAMMARITA is winning over consumers with its crisp, clean taste that presents a gluten-free, lower-calorie, "better-for-you" alternative to a traditional margarita. A portion of the proceeds from sales of BAMMARITA will be donated to charity: water, a nonprofit organization that works with local groups across the globe to build sustainable, community-owned projects that increase access to clean water for people living in rural areas.
"Rooted in the spirit of the Pacific Northwest, we set out to craft our RTD cocktails with purpose and heart," said Ron Lloyd, president and CEO of San Juan Bev. Co. "Through our partnership with Kam and his wife, Tiffany, we've been able to do all this and more with BAMMARITA – investing back into our Pacific Northwest community by providing consumers flavors they want and an economic boost to local jobs and businesses. We are thrilled with the support we are already receiving from bars and grocery retailers such as Kroger's QFC, Albertsons/Safeway, and others. Crown's expertise and efficiency, along with a seamless partnership with West Coast Container, were instrumental in turning our joint mission into a reality in just three months."
"I'm so thankful for everything
Inspired by Kam's signature nickname "Bam Bam Kam," BAMMARITA features four unique flavor profiles: Lime, Cadillac, Mango, and local favorite Kiwi Strawberry. Each
San Juan Bev. Co. – founded in 2017 by Katy Enger and located in the heart of
To learn more about Crown's beverage can capabilities and services, visit https://www.crowncork.com/beverage-packaging.
About Crown Holdings, Inc.
Crown Holdings, Inc., through its subsidiaries, is a leading global supplier of rigid packaging products to consumer marketing companies, as well as transit and protective packaging products, equipment and services to a broad range of end markets. World headquarters are located in
For editorial inquiries: Colby Wilson (crownholdings@marathonstrategies.com).
About San Juan Beverage Company
Founded by Katy Enger in 2017, San Juan Seltzer was the first spiked seltzer brand launched in the Pacific Northwest in 2018 and has the nation's first and only production Seltzery®. The #1 selling craft-style brand in the Pacific Northwest, San Juan Seltzer is one of the lowest calories spiked seltzers on the market and zero sugar and zero carbs per 12-ounce serving. Flavors are inspired by the fruits, herbs and vegetables grown in the Pacific Northwest, such as Rainier Cherry, Huckleberry, Fuji Apple, and Peach Rosé, etc. and are Gluten Free and KETO friendly. Each can is either
About West Coast Container
Being part of customer's success runs through our company top to bottom. West Coast Container has been a part of new product development for almost forty years and takes great pride in the items the company has helped to launch, including products that can be found in stores nationally. With the right components, the right support, and the right expertise, West Coast Container works hard to get behind winning brands by coordinating and executing tailored scheduling and deliveries.
Cautionary Note Regarding Forward-Looking Statements
Except for historical information, all other information in this press release consists of forward-looking statements within the meaning of federal securities law. These forward-looking statements involve a number of risks, uncertainties and other factors that may cause actual results to be materially different from those expressed or implied in the forward-looking statements. Important factors that could cause the statements made in this release or the actual results of operations or financial condition of the Company to differ are discussed under the caption "Forward Looking Statements" in the Company's Form 10-K Annual Report for the year ended December 31, 2024 and in subsequent filings. The Company does not intend to review or revise any particular forward-looking statement in light of future events.
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SOURCE Crown Holdings, Inc.
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