The Buffalo Bills will put a new stadium-only collectible on sale Sept. 17, when fans at Highmark Stadium can buy the exclusive Labatt Beer Horn for the first-ever regular season game there. The reusable, bison horn-inspired drinking vessel is being sold for $30 and comes with a 16 oz. Labatt Blue Light or Labatt Blue can.
The timing gives the item an obvious lift. Buffalo Bills fans will be walking into a first-of-its-kind regular season game at Highmark Stadium against the Detroit Lions, and the new Beer Horn is being positioned as part of that opening chapter. It is also available only at Highmark Stadium, which makes the game day sale more than a concession stand novelty; it is a keepsake tied to the start of the season.
Fans can buy the Beer Horn at two Labatt Bear & Gear stations outside Highmark Stadium inside the secure gated perimeter, with one station between Gates B and C and the other by Gate D. Sales run up until kickoff, but only while supplies last, and the limit is one Beer Horn per person. Buyers must be 21 years of age or older.
That last detail is where the pitch meets reality. The Beer Horn is being sold as an exclusive item that will be available at every regular season home game, yet the supply is finite, so not every fan who wants one is guaranteed to leave with it. The Bills are also letting fans bring the collectible back to Highmark Stadium later in the season, as long as it is empty when they enter, which turns a one-day purchase into something meant to travel with the crowd.
What remains unclear is how many Beer Horns will be available when the first batch goes on sale. For now, the appeal is simple: a limited, game-day souvenir tied to the first regular season game at Highmark Stadium, and a chance for Bills Mafia to get it before kickoff.
