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BUFFALO, N.Y. — The lore of the Beer Sabre in western New York is far more expansive than the quantity of the plastic swords in existence.
“Have you heard of the guy 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 walk around downtown Buffalo before a Buffalo Sabres game is to see dozens upon dozens of people clutching their Beer Sabres, en route to the arena or to Canalside to watch the game on a big screen or to their local establishment of choice (which may just fill the Beer Sabre for $5).
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As the Sabres’ magical, record-breaking season continues, the tales surrounding the drinking vessel only grow. It helps that the spotlight is on Buffalo as the team’s series against the Montreal Canadiens returns for Game 5 on Thursday with the Sabres and Habs tied 2-2.
The Beer Sabres are being resold on eBay, with many in the $200 to $300 range. The Buffalo Zoo used them to feed giraffes. They appeared on “Good Morning America.” A Beer Sabre was brought to the Italian Open to surprise No. 5-ranked tennis player Jessica Pegula, whose father, Terry, owns the Sabres.
Teams host fun themed nights with giveaway items and collectibles all the time, and the Sabres are no exception. In 2024-25, the team did a similar Labatt promotion — with a beer hockey stick. The item did so well, it led the team to consider expanding on that success. The twist was to make it a more localized piece of merchandise.
Enter the Beer Sabre, a plastic sword with a wide opening whose design (unintentionally) leads to the inexperienced getting beer (or their alternate beverage of choice) all over themselves. Though similar merchandise existed before it, and has debuted since — such as the Carolina Hurricanes’ “beer skate” mug — the Beer Sabre is distinctly Buffalo, having been created by the sport service management team 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?” mentioned Mary Masich, general manager for Delaware North, the team’s food service partner at KeyBank Center. “And then we came up with this Beer Sabre 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 idea was finalized, as was the partnership with Labatt, the team’s official beer partner. The Beer Sabres were ordered that summer and arrived in time for the first merch drop in November.
“When I saw it, I was like, ‘Wow, that’s awesome,'” Labatt brand manager Jason Folaron mentioned. “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 Sabres 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 Sabre measuring 22 inches long and capable of holding 20 ounces of beer (or other liquid).
Initially, the team ordered 5,000 of them. The number was based around sales of the beer hockey stick. The goal was to sell them for as many Friday and Saturday home games as the supply lasted.
The Beer Sabres made their debut at the team’s Nov. 21 home game against the Chicago Blackhawks. Available at a variety of concession stands for $27, not including tax, customers could fill them with one of three different Labatt beers, while promoting the brand’s Blue & Blonde Ale.
The beer sabre is here and it’s BEAUTIFUL! 🤩
Get yours at all Friday and Saturday home games while supplies last. #LetsGoBuffalo | @LabattUSA pic.twitter.com/o7ZzQM0Bav
— Buffalo Sabres (@BuffaloSabres) November 22, 2025
The next time they were for sale — Nov. 28 vs. the New Jersey Devils — availability was limited to one location in the arena.
And after that, they were sold out. The response was enormous, bolstered by the success of the team on the ice, as the Sabres went on to clinch the Atlantic Division title and break a league-record 14-season playoff drought.
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One game after the Sabres clinched a playoff spot, a celebration took place in Buffalo in the form of the return of the Beer Sabres. The decision was made not to save them for the playoffs, which would start just a couple of weeks later.
“We want to make sure people can get them, and people really wanted them,” Masich mentioned. “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 another 5,000 were ordered and sold at the April 6 game against the Tampa Bay Lightning at locations throughout the arena. Lines were long, with people waiting outside the building to be first. They sold out in the 90 minutes before puck drop. The 10,000 Beer Sabres sold equates to 200,000 ounces of beer. Of course, many of the Beer Sabres are being refilled with all sorts of liquids as the playoffs continue.
THERE ARE SOME pros and cons with the design.
The size of the sword and the handle allow for it to be easily carried. Folaron pointed out that raising and drinking from it can make it act like a foam finger or rally towel wave.
The downside is that without much practice or advance notice, most people will get liquid all over themselves when drinking from it. The key is to drink slowly and steadily, not tipping it over too quickly.
Buffalo Bills offensive lineman Travis Clayton learned that firsthand. During the April 6 game, Clayton, who is from England, and teammate Alec Anderson were handed Beer Sabres to chug while being filmed and broadcast on the jumbotron — with no practice. Anderson, known for his ability to drink quickly, downed his beer without spilling a drop. Clayton, however, had beer pouring out of the sword every time he tried to drink from it, despite being warned the beer would come out fast.
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“The English people like to have a beer, and now playing for the Bills, Buffalo people like to have a beer too,” Clayton mentioned. “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 Sabre and I think I did a good job.”
Clayton was so covered in beer that he left the game not long after. The next day, some of his teammates noted his performance.
“Some of the boys weren’t too happy. They weren’t impressed,” Clayton mentioned.
FOR THOSE WHO DIDN’T MANAGE to get one this season, there is no need to worry. The Beer Sabres will return.
It’s one of the top activations in the history of Labatt, per Folaron. There are no plans to change the design, despite the mess it can create, or the price.
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The team has handled the process of ordering more by producing smaller quantities that arrive at different intervals, prioritizing getting them to as many people as possible. Reordering the same product takes less time to produce than the original shipment.
“It’s also how quickly the manufacturer can keep up with producing them and get them to us,” Masich mentioned. “So, you kind of have to make decisions around how quickly can you 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 fact that the Beer Sabres will make their return is an emphatic confirmation from Masich. The question of when, however, is being kept tightly under wraps.
“There are definitely conversations happening about bringing them back,” Masich mentioned. “I think there will be more to come for sure.”
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