Bev Buckle

The Bev Buckle is a novelty belt buckle with a flip-out arm that holds a standard can or bottle, freeing up your hands at tailgates, concerts, and parties. It was pitched by Jay Kriner, who positioned it as a fun, attention-grabbing accessory for events where you want a drink within reach but need both hands for something else.

Kriner asked for 50,000 dollars for 10 percent of the business. The product drew laughs and curiosity from the panel, and Barbara Corcoran saw potential in its novelty appeal. She made an aggressive offer that took a controlling 51 percent stake for the 50,000 dollars, betting that her marketing know-how could push the quirky product into the right channels.

The Bev Buckle worked as television because it was exactly the kind of cheeky, easy-to-demo gadget that gets remembered. It solved a small but relatable problem in a way that was instantly clear on camera, and Barbara's willingness to take majority control showed she viewed it as a marketing-driven opportunity rather than a complex business.

The deal with Barbara did not ultimately move forward off camera, but the exposure helped the product find an audience. The brand picked up novelty coverage, including a magazine feature, and turned up as a vendor at large events such as the Daytona 500, leaning into its identity as a fun accessory for crowds and tailgates.

As of 2026 the brand is still operating. Its official site, which now resolves to bevbuckle.com, remains live and sells multiple buckle designs and related merchandise, with the company stating its buckles are handcrafted in the United States. Ownership reportedly changed hands after the show, with a new operator continuing to make and sell the product.