Image courtesy of @buffalosabres on Instagram 2. Hockey Fans Rally Behind ‘Beer Sabre,’ Willing To Pay Hundreds Of Dollars During the National Hockey League’s playoffs, one of the more exciting storylines was the Buffalo Sabres’ return to the postseason after a 14-year drought. It came in a season when fans celebrated some branded merchandise that was part of the city’s rallying cry around the team: a “Beer Sabre.” The limited-edition beer receptacle, which was a collaboration with Labatt Blue Light, was shaped to resemble the sword insignia on the team’s logo. The promotion was only available for select home games, and the Beer Sabre sold out at every opportunity, with fans jumping at the opportunity to drink in a unique way and commemorate what seemed like it might be becoming a special season. Buffalo fans, who can be performative about their dedication (see their football counterparts, the “Bills Mafia,” jumping through tables in the heart of winter), so the Beer Sabre was always going to be like catnip for them. Friends can’t resist buying one each and crossing the two, as they are shown in the logo, before chugging the beers in one motion, often on camera. And some of the less devoted who have one in their possession have been willing to exploit those true fans. Listings on eBay showed Beer Sabres for over $300. Fans seemed willing to pay top dollar for the promotion so that they could enjoy the new tradition during the team’s playoff run without having to attend a game in person. • NOVEMBER 2026 • 59 Buzzworthy | Community Fans seemed willing to pay top dollar for the promotion so that they could enjoy the new tradition during the team’s playoff run without having to attend a game in person.
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