The Buffalo Bills Pepsi can release now includes an exclusive Labatt Beer Horn at Highmark Stadium for the Buffalo Bills' Sept. 17 regular season game against the Detroit Lions. The reusable, bison horn-inspired drinking vessel is built for Bills Mafia and costs $30.
The Beer Horn comes with a 16 oz. Labatt Blue Light or Labatt Blue can. That makes the purchase more than a souvenir, since fans are buying a drink container and the drink itself in one item.
Highmark Stadium on Sept. 17
Sept. 17 will be the first-ever regular season game at Highmark Stadium, and the Beer Horn release is tied to that date. The item is being sold at the stadium for the Buffalo Bills, so this is a game-day purchase rather than a retail drop.
Fans can buy Beer Horns at two Labatt Bear & Gear stations inside the secure gated perimeter. One station sits between Gates B and C, and the other is by Gate D.
One Beer Horn per person
Adult fans face the sharpest restriction. Buyers must be 21 years of age or older, and the limit is one Beer Horn per person.
The horn is reusable, and fans will be permitted to bring it back to Highmark Stadium throughout the season if it is empty when they enter. That makes the purchase less like a single-use novelty and more like a restricted collectible that can return for regular season home games.
Beer Horns will be available while supplies last at every regular season home game during the 2026 season, and they will be on sale up until kickoff. The remaining question is how many will be available on the first day of sale, which the announcement does not say.
