November 5, 2019

700+ Beer Executives Take on Philadelphia

Labatt USA Employees and Partners to Experience All Things Philly During National Sales Meeting October 22-25

Philadelphia, PA (October 14, 2019) – Labatt USA’s parent company, FIFCO USA, announced today it will bring more than 700 employees and wholesalers from across the country to downtown Philadelphia for its national sales meeting from October 22 to October 25. The beer industry professionals will be immersed in everything Philadelphia with a visit to the Franklin Institute, Reading Terminal Market and SPIN Philadelphia, along with dozens of bars and restaurants featuring FIFCO USA products such as Labatt Blue, Genesee, Magic Hat and Seagram’s Escapes.


“Philadelphia is a top 10 market for FIFCO USA,” said Chief Sales Officer Josh Halpern. “Philadelphians have always been strong supporters of Labatt Blue and Magic Hat, so we wanted to showcase this city to our employees and partners. We have an exciting four days planned that will give our 700 guests a complete Philly experience!”


Along with familiar staples, FIFCO USA will also feature popular new products like Seagram’s Escapes Rosati Ice, Labatt Blue Citra, Pura Still and Hemptails at key bars and restaurants throughout the city.


FIFCO USA Connection to Philadelphia

Whether it’s the Philadelphia Flyers, Rosati Ice or local distributors, Muller Inc. and Penn Distributing, FIFCO USA has partnered with Philadelphia mainstays for years.


For example, Labatt USA has partnered with the Philadelphia Flyers since the 2015 season.


“Labatt Blue has been the official Canadian beer for the Philadelphia Flyers and Wells Fargo Center since 2015, helping fans celebrate wins with in-game activations and limited-edition cans,” said Mike Schwartz, Senior Vice President of Corporate Partnerships for the Philadelphia Flyers and Wells Fargo Center. “We’re thrilled to welcome the entire Labatt USA team to our hometown this week and raise a Labatt Blue to hockey in Philly!”


FIFCO USA brand Seagram’s Escapes also sought out a partnership with Rosati Ice last year to create two custom flavors for the Philadelphia market: Lemon Water Ice and Cherry Water Ice. Both limited edition products sold out quickly and will be marketed again this year!


Distributors bring FIFCO USA products like Seagram’s Escapes Cherry Water Ice to life in local markets. Labatt USA partners with both Muller Inc. and Penn Distributing, two companies that have been integral in the planning of the national sales meeting.

“Labatt USA has a significant presence in Philadelphia and has been a main contributor to our beer scene for years,” said Anthony DiGiacomo, Muller Inc. brand manager. “Holding their national sales meeting here showcases our partners’ commitment to this community. From the economic impact of an event this size to the great work they do with local nonprofits, we’re excited to welcome Labatt USA to Philly.”

Economic Impact

The meeting will be held at the Philadelphia 201 and attendees will stay at the host hotels, Philadelphia 201 and Embassy Suites Philadelphia Center City. Employees and wholesalers from across the country will visit local bars and restaurants throughout the four-day event. The sales meeting is projected to have a significant economic impact.


“We’re excited to welcome FIFCO USA’s national sales meeting to Philadelphia this fall,” said Kavin Schieferdecker, Senior Vice President Convention Division at the Philadelphia Convention and Visitors Bureau. “Philadelphia’s beer community is among the best in North America and by hosting their national sales meeting here, Labatt will contribute significantly to our local tourism industry and economy. Meetings like this help to support our city’s 74,000 hospitality-related jobs.”


Along with exploring the city and supporting local businesses, FIFCO USA’s sales meeting will also incorporate its triple bottom line business strategy, which values people, planet and profit. The 700 attendees will have an opportunity to participate in a volunteer activity to pack nutritious snacks to benefit Philabundance, the area’s largest hunger relief organization.


Many additional aspects of the meeting will incorporate triple bottom line values, such as limiting PET and donating unused food to help those in need while also diverting waste from area landfills.



About Labatt USA

Headquartered in Buffalo, New York, Labatt USA has imported Labatt Blue from Canada since 1951. Today, Labatt Blue is America’s top-selling Canadian beer. Labatt Blue has become the premier Canadian pilsener in the Great Lakes region and expansion markets across the United States. First brewed in Canada in 1847, Labatt continues to carry on the tradition and heritage of the great outdoors. Labatt USA is owned by Rochester-based North American Breweries.



FIFCO USA, headquartered in Rochester, New York is among the top beer and malt beverage companies in the United States. Following a triple bottom line approach, FIFCO USA prioritizes people, planet and profit to drive commercial results while minimizing its social and environmental footprints and creating positive value in communities.


FIFCO USA’s portfolio includes: The Genesee Brewing Company and Genesee Brew House in Rochester, New York; Labatt USA and the Labatt Brew House in Buffalo, New York; The Magic Hat Brewing Company and Artifactory in Burlington, VT; Portland Brewing Company in Portland, OR; and Pyramid Brewing Company and Pyramid Alehouse in Seattle, WA. FIFCO USA also owns exclusive rights to import and market the Imperial brand of beer in the U.S.


FIFCO USA Beyond Beer flavored malt beverage and wine products include: Seagram’s Escapes, the number one cooler brand in the U.S.; Seagram’s Escapes Spiked, the #3 FMB in total U.S. Beer in 2018; Pura Still, the first spiked still water; Hemptails, a hemp seed-infused FMB; and Fun Wine®.


Please enjoy FIFCO USA products responsibly.