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A conceptual rendering of 79 Perry.
A conceptual rendering of 79 Perry.

Buffalo: PSE, Labatt USA announce partnership in Cobblestone District


Wed, Apr 26th 2017 10:00 am

'John Labatt Project' highlights mixed-use development, regional attraction & Labatt USA headquarters 

Pegula Sports and Entertainment on Wednesday joined Labatt USA to announce development plans for 79 Perry, which was purchased by PSE earlier this year. The more than 70,000-square-foot building, constructed in 1919 as a manufacturing plant, will be redeveloped into a mixed-use facility that includes retail, commercial and residential space.

Labatt USA will serve as 79 Perry's anchor tenant, partnering with PSE to create an innovative beer and brewing destination, dubbed the "John Labatt Project." It will feature a ground-floor restaurant and pilot brewery where beer drinkers can taste, experience and influence new beer development for Labatt.

"Upon completing the purchase of this historic property, our team thoroughly examined the needs of the Cobblestone District and its surrounding area," said Russ Brandon, PSE's managing partner and president. "We determined that there is a great need for another regional attraction that also features a permanent residential component. Thanks to our partners at Labatt USA, we are going to open a destination that appeals to community members from Western New York and beyond, creating a far-reaching impact."

79 Perry's main attraction, the "John Labatt Project," will "celebrate the rich heritage of Labatt Beer and the City of Buffalo, while creating the next era for Labatt that connects to the vitality of the district.

"Visitors will be able to experience the brewing process in action and help Labatt explore new beer styles, while enjoying authentic ethnic foods from Buffalo's storied past. The environment will highlight the industrial and innovative spirit of Buffalo, while giving a nod to the rebirth of the Cobblestone District."

Labatt USA will also relocate its Buffalo-based U.S. corporate headquarters within the 79 Perry's commercial space, furthering its strong connection to Buffalo that became magnified when the company moved to Buffalo from Norwalk, Connecticut, in 2007. Labatt USA's workforce has grown by 40 percent in the past three years and now includes 56 employees.

"Our partnership with PSE is a pivotal moment for Labatt in the U.S. We are taking our decades-long commitment to the Buffalo Niagara Region, and creating a destination where we can have a new conversation with our most loyal beer drinkers that will influence innovation for Labatt throughout the country," said Glen Tibbits, general manager of Labatt USA. "This is a natural evolution for both partners, and an amazing opportunity for beer, sports and downtown Buffalo. Now, bring on the Cup!"

PSE will be pursuing additional design elements that highlight 79 Perry's historical elements and will be making every effort to utilize Western New York's local workforce through the design and construction process. Additional plans and the project timetable will be announced in the future.

Pegula Sports and Entertainment is a management company that streamlines key business areas across all Pegula family-owned sports and entertainment properties, including the Buffalo Bills, Buffalo Sabres, Buffalo Bandits, Rochester Americans, HarborCenter and Black River Entertainment. PSE aims to be a leader in the sports and entertainment industry by bringing together the individual resources, capabilities and talents of each of its entities to create a cohesive and sustainable brand that together represents the Pegula family's interest. PSE's mission is exemplified by its One Buffalo initiative, which unites Western New York and serves as a representation of teamwork through a deeper connection between Buffalo sports teams, fans and the community.

Labatt USA has imported Labatt Blue and Labatt Blue Light from Canada since 1951. Today, Labatt Blue is America's top-selling Canadian beer.

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