Labatt and the Buffalo Sabres are taking an icy trip back to the late 90’s with retro cans during the hockey season, highlighting the fan-favorite, black and red throwback Goathead jersey, which the team originally wore from 1996 until 2006. These limited-edition cans are available in both Labatt Blue and Labatt Blue Light.
The Sabres wore the jerseys for 12 games during the 2022-23 season, going 10-1-1. During the original Goathead era, the Sabres compiled a record of 345-249-90-24 over 9 seasons, averaged 89.333 points per season, logged 6 playoff appearances, 3 Conference Finals and one trip to the Stanley Cup Finals, which we will not be discussing in this article (yes, it still stings).
“I watched [Michael] Peca and [Dominik] Hasek completely dominate the ice in these jerseys,” says Corey Berger, associate brand manager for Labatt USA. “Sabres fans love that energy, and they loved that era on the ice. We know these nostalgic jersey cans, along with the return of the iconic black and red jerseys, will put that energy in the fans hands this season.”
The red and black Goathead edition of the classic Labatt Blue and Labatt Light packaging is a continuation of a tenured relationship between the brewery and the Sabres, one that dates back nearly two decades. Berger says this collaboration was just the next step of that partnership.
“The relationship between Labatt and the Buffalo has been a long-standing one, a partnership that started back in 2007,” Berger says. “Labatt has become this brand that’s synonymous with hockey and with our marketing headquarters based right here in Buffalo, it felt like a natural fit when this partnership kicked off. One of the things that we pride ourselves on, you see it this year and in years past, is being so tied into the community and knowing what fans want, because we are them ourselves. The opportunity to bring these jerseys, this logo back, and create this really unique display opportunity was something we were really excited about. But we can’t thank the Sabres enough; they were a key factor in bringing this to life.”
As a nod to the primary black and red jerseys from the late 1990’s to early 2000’s, the cans feature the iconic Sabres “Goathead” on the front and back of the cans.
“When it comes to the [Sabres] Goathead, we know there are going to be fans on both sides, but there’s so much positive association tied to that jersey from the 90s,” Berger says. “While there is a commemorative angle to it, it was something we could customize and make our own a little bit. We’ve done the traditional home and away jerseys on cans in the past and leaning into the alternate, retro look was something we were excited to do.”
The Goathead Blue and Blue Light Jersey cans are available now throughout Western New York in 18 packs of 12oz. cans, as well as 24oz. cans.
Berger adds that the Labatt-Sabres themed can art is something both sides look to continue into the future. In fact, he says the two sides are already looking ahead to next season in terms of what’s next, adding that he has a strong feeling the Goathead cans might stick around. And if they don’t, whatever comes next with be ‘exciting.’
“To be honest, everything is on the table,” he says. “We are always looking for new and unique ways to bring these hockey cans to market in time for the season and get everyone excited. Whatever it may be, we have a really strong relationship with the Sabres.”
There are only a pair of games left this season in which the Sabres will wear the Goathead jerseys – March 30 against the Toronto Maple Leafs and April 2 against the Washington Capitals.
Brian Campbell is co-founder and Brand Manager of the Buffalo Beer League, and writes the weekly Buffalo Beer Buzz column. If you have beer news that should be included in the Beer Buzz, Brian can be reached at brian@buffalobeerleague.com, on Twitter (@buffbeerleague), Instagram (@buffalobeerleague), and Facebook (@thebuffalobeerleague).
