Brewers scurry to craft Bills-themed beer

He felt like it would be off brand to jump onto the bandwagon in what’s become a crowded product marketplace of Buffalo Bills-inspired libations.

And Cimperman said he wanted to avoid having a beer on retail shelves that was purchased for its can colors, rather than its content.

But the allure was too strong. After some discussions with his distributor, retailers and customers, he was convinced that 42 North needed to get into the game.

So, last year, it became one of the last local breweries in Western New York to make a football-themed product with the release of the kölsch-style beer Where Else Would You Rather Beer.

“I was a bit hesitant because I’m focused on putting our brand forward,” Cimperman said. “We eventually came to the conclusion that we really needed to have a football-themed beer or we were going to be left out.”

The local market has been flooded by alcoholic beverages with names that play off the Bills and a few of their most popular players and some of the longtime sayings and mottos of the franchise as local brewers and even one of the bigger corporate beermakers capitalize on the team’s success.

They are good sellers but are more-seasonal products that typically don’t make a huge difference on any company’s balance sheet. 

At this point, local beermakers are making these products just to keep pace with the marketplace. They are hoping to be the alcoholic beverage that’s preferred by Bills fans for their legendary tailgating and during games, whether that’s at the stadium or Bills watch gatherings. More than 20 local breweries are making these alcoholic beverages, with at least 40 different offerings.

Meanwhile, beermakers are careful not to infringe on any intellectual property rights on the cans or names of the beer to avoid license fees and potential legal trouble.

Brewers…