How Buffalo’s Beer Saber took over the hockey world
BUFFALO, NY — The lore of the Beer Saber in western New York is way extra expansive than the amount of the plastic swords in existence.
“Have you heard of the man who was offered $1,000 and turned it down?”
“They drank WHAT out of it!?”
“How much for your Beer Sabre?”
“When are they selling more?”
To stroll round downtown Buffalo earlier than a Buffalo Sabers sport is to see dozens upon dozens of individuals clutching their Beer Sabres, en path to the enviornment or to Canalside to observe the sport on an enormous display or to their native institution of selection (which can simply fill the Beer Saber for $5).
As the Sabres’ magical, record-breaking season continues, the tales surrounding the consuming vessel solely develop. It helps that the highlight is on Buffalo as the staff’s collection in opposition to the Montreal Canadiens returns for Game 5 on Thursday with the Sabers and Habs tied 2-2.
The Beer Sabers are being bought on eBay, with many in the $200 to $300 vary. The Buffalo Zoo used them to feed giraffes. They appeared on “Good Morning America.” A Beer Saber was brought to the Italian Open to shock No. 5-ranked tennis participant Jessica Pegula, whose father, Terry, owns the Sabres.
Teams host enjoyable themed nights with giveaway objects and collectibles all the time, and the Sabers aren’t any exception. In 2024-25, the staff did an identical Labatt promotion — with a beer hockey stick. The merchandise did so properly, it led the staff to think about increasing on that success. The twist was to make it a extra localized piece of merchandise.
Enter the Beer Sabre, a plastic sword with a large opening whose design (unintentionally) results in the inexperienced getting beer (or their alternate beverage of selection) all over themselves. Although related merchandise existed earlier than it, and has debuted since — reminiscent of the Carolina Hurricanes‘ “beer skate” mug — the Beer Saber is distinctly Buffalo, having been created by the sport service administration staff at KeyBank Center.
“Our team just kind of put some thoughts around what else can we do [after the beer stick]? What’s next? What would people like?” stated Mary Masich, normal supervisor for Delaware North, the staff’s meals service associate at KeyBank Center. “And then we came up with this Beer Saber and pitched it to our vendor. From the ground up, [we] had it designed and made custom for us.”
From June-July of 2025, the concept was finalized, as was the partnership with Labatt, the staff’s official beer associate. The Beer Sabers have been ordered that summer time and arrived in time for the first merch drop in November.
“When I saw it, I was like, ‘Wow, that’s awesome,'” Labatt model supervisor Jason Folaron stated. “Did I have the forecast that it was going to become an animal like it is now? No, definitely not. But when I first saw it, when the Sabers sent it through, I was like, ‘Whoa, that’s really cool. We definitely need to be a part of that.'”
THE PRODUCT WAS custom-made, with the Beer Saber measuring 22 inches lengthy and able to holding 20 ounces of beer (or different liquid).
Initially, the staff ordered 5,000 of them. The quantity was based mostly round gross sales of the beer hockey stick. The objective was to promote them for as many Friday and Saturday residence video games as the provide lasted.
The Beer Sabers made their debut at the staff’s Nov. 21 residence sport in opposition to the Chicago Blackhawks. Available at quite a lot of concession stands for $27, not together with tax, prospects might fill them with considered one of three completely different Labatt beers, whereas particularly selling the model’s Blue & Blonde Ale.
The beer saber is right here and it is BEAUTIFUL! 🤩
Get yours in any respect Friday and Saturday residence video games whereas provides final. #LetsGoBuffalo | @LabattUSA pic.twitter.com/o7ZzQM0Bav
— Buffalo Sabers (@BuffaloSabres) November 22, 2025
The subsequent time they have been on the market — Nov. 28 vs. the New Jersey Devils — availability was restricted to at least one location in the enviornment.
And after that, they have been bought out. The response was monumental, bolstered by the success of the staff on the ice, as the Sabers went on to clinch the Atlantic Division title and break a league-record 14-season playoff drought.
One sport after the Sabers clinched a playoff spot, a celebration took place in Buffalo in the type of the return of the Beer Sabres. The determination was made to not save them for the playoffs, which might begin simply a few weeks later.
“We want to make sure people can get them, and people really wanted them,” Masich stated. “To save them for a playoff run that, I mean, we all were pretty certain was going to happen, but what if it didn’t? And what if people can’t get in for playoffs that can get here for regular-season games? We just wanted to make sure that we could get them out to the people that have been wanting them.”
So one other 5,000 have been ordered and sold at the April 6 game in opposition to the Tampa Bay Lightning at areas all through the sand. Lines have been lengthy, with individuals ready exterior the constructing to be first. They bought out in the 90 minutes earlier than puck drop. The 10,000 Beer Sabers bought equals to 200,000 ounces of beer. Of course, a lot of the Beer Sabers are being refilled with all types of liquids as the playoffs proceed.
THERE ARE SOME professionals and cons with the design.
The measurement of the sword and the deal with permit it to be simply carried. Folaron identified that along with consuming from the vessel, it may be raised like a foam finger or waved like a rally towel.
The draw back is that with out a lot follow or advance discover, most individuals will get liquid all over themselves when consuming from it. The secret is to drink slowly and steadily, not tipping it over too shortly.
Buffalo Bills offensive lineman Travis Clayton realized that firsthand. During the April 6 sport, Clayton, who’s from England, and teammate Alex Anderson have been handed Beer Sabers to chug whereas being filmed and broadcast on the jumbotron — with no follow. Anderson, identified for his means to shortly drink, downed his beer with out spilling a drop. Clayton, nevertheless, had beer pouring out of the sword each time he tried to drink from it, regardless of being warned the beer would come out shortly.
“The English people like to have a beer, and now playing for the Bills, Buffalo people like to have a beer too,” Clayton stated. “So it didn’t go down as well as I imagined it would’ve gone down. … But hey, I got my redemption [chugging] a week later without the Beer Saber and I think I did a good job.”
Clayton was so coated in beer that he left the sport not lengthy after. The subsequent day, a few of his teammates famous his efficiency.
“Some of the boys weren’t too happy. They weren’t impressed,” Clayton stated.
FOR THOSE WHO DIDN’T MANAGE to get one season this, there is no such thing as a want to fret. The Beer Sabers will return.
It’s considered one of the prime activations in the historical past of Labatt, per Folaron. There aren’t any plans to alter the design, regardless of the mess it may well create, or the worth.
The staff has dealt with the means of ordering extra by producing smaller portions that arrive at completely different intervals, prioritizing getting them to as many individuals as potential. Reordering the similar product takes much less time to provide than the authentic cargo.
“It’s also how quickly the manufacturer can keep up with producing them and get them to us,” Masich stated. “So, you kind of have to make decisions around how quickly you can get them. If we order this many, we can get them by this date. If we order more, it’s going to take longer. So, it’s kind of a game.”
The undeniable fact that the Beer Sabers will make their return is an emphatic affirmation from Masich. The query of when, nevertheless, is being stored tightly below wraps.
“There are definitely conversations happening about bringing them back,” Masich stated. “I think there will be more to come for sure.”
