The parent company of Labatt USA will welcome more than 700 employees and wholesalers from across the United States to Buffalo in mid-October for its annual sales meeting.
"This is an incredibly exciting time for Labatt in Buffalo," said Josh Halpern, chief sales officer with North American Breweries, which owns Labatt USA, as well as brewing companies that include Genesee in Rochester and Magic Hat in Burlington, Vt.
The meeting comes as Labatt USA and Pegula Sports & Entertainment move closer to opening an "innovation brewery," taproom, restaurant and outdoor dining patio at 79 Perry St. in the Cobblestone District, alongside KeyBank Center. The $20 million project — called Labatt House — renovates and repurposes a century-old, five-story building that also will house new headquarters for both companies.
Labatt USA teamed up with Visit Buffalo Niagara to bathe the Peace Bridge, Theatre District and Niagara Falls in blue light while those tied to the company stream through the region from Oct. 15 to 18. Special events also are planned in restaurant and bar districts.
The company's regional distributors, Try-It and Certo Brothers, will be involved in the planning of the national sales meeting.