Buffalo Brand Spotlight: How Flying Bison Brewing Built a Brand That Soars Above the Competition
In a city known for its resilience, community spirit, and rich industrial heritage, some brands don't just sell products—they become part of the fabric of the place itself. Flying Bison Brewing Company isn't just Buffalo's first standalone brewery since 1972; it's a masterclass in how to build a brand that authentically connects with its community while standing out in an increasingly crowded craft beer market.
When founders Phil Internicola and Tim Herzog opened Flying Bison in 2000, they weren't just starting a brewery—they were reviving a piece of Buffalo's soul. Let's dive into how this local brewery built a brand that truly takes flight.
The Power of Place: Rooting Your Brand in Local Identity
Flying Bison didn't choose their name by accident. The brand draws its identity directly from Buffalo's rich aviation history, specifically honoring the Curtiss JN-4 "Jenny" biplane, which was manufactured in Buffalo during World War I. Their Dawn Patrol Gold Kölsch pays homage to these early aviation pioneers who flew dawn patrols.
What makes this brilliant: Instead of creating a generic craft brewery brand, Flying Bison anchored itself in something uniquely Buffalo. This wasn't just naming—it was strategic brand positioning that gave them immediate credibility and emotional connection with locals.
The lesson for your business: Don't overlook the stories and history that surround your location. Whether you're in Buffalo's Elmwood Village or downtown Batavia, there are unique elements of your area's character that can differentiate your brand from national competitors.
Authenticity Over Everything: Building Trust Through Commitment
When Flying Bison's founders announced their intention to be Buffalo's first standalone brewery in nearly three decades, they made a commitment that went beyond business—they committed to the city itself. As owner Tim Herzog has maintained for over 20 years, their goal wasn't just to brew great beer, but to "foster the return of what was once a flourishing industry" in Buffalo.
This commitment shows in their decisions:
Staying in Buffalo through their 2014 expansion to Larkinville
Consistently supporting local events and gatherings
Building a true community space, not just a business
The brand impact: Customers don't just buy Flying Bison beer—they buy into the story of Buffalo's resurgence. Every pint becomes a small act of civic pride.
Your takeaway: Authenticity isn't a marketing tactic; it's a business philosophy. When your brand promise aligns with your actual actions and values, customers become advocates, not just purchasers.
Creating a Gathering Place: Beyond Product to Experience
Flying Bison understands something many businesses miss: in today's market, people don't just buy products—they buy experiences and belonging. Their taproom isn't just a place to drink beer; it's become "a gathering spot for everyone," as they describe it.
The numbers tell the story:
Multiple successful relocations and expansions
Consistent 4.5-star ratings from customers
Regular events that keep the community coming back
A taproom that serves both alcoholic and non-alcoholic beverages, welcoming everyone
Why this works: By positioning themselves as a community hub rather than just a brewery, Flying Bison created multiple touchpoints for brand engagement. Customers aren't just buying beer—they're participating in Buffalo's craft beer renaissance.
Quality Meets Story: Product Excellence as Brand Foundation
Here's what's crucial about Flying Bison's success: the story only works because the product delivers. Tim Herzog's 30+ years of brewing experience and numerous awards provide the foundation that makes everything else possible. You can't brand your way out of a poor product, but excellent products can be elevated exponentially by strong branding.
Their approach to product naming shows this integration:
Dawn Patrol Gold Kölsch (aviation heritage)
Ballpark Belgian Ale (brewed for Buffalo Bisons games)
Rusty Chain (local character and personality)
Each product name reinforces their brand story while appealing to local pride and identity.
The Expansion Strategy: Growing While Staying Rooted
When Flying Bison moved from Ontario Street to their larger Larkinville location in 2014, they didn't just relocate—they strategically positioned themselves in one of Buffalo's most talked-about revitalization areas. This move allowed them to:
Increase production capacity from their original 20-barrel system
Add a proper taproom and event space
Align with Buffalo's broader economic revival story
Stay deeply connected to their Buffalo identity
The strategic insight: Growth doesn't have to mean losing your local connection. Flying Bison grew their capacity and reach while doubling down on what made them special in the first place.
Lessons Every Buffalo Business Can Apply
1. Find Your Unique Local Angle
What aspect of Buffalo's character, history, or community resonates with your business? Flying Bison chose aviation history—what's your angle?
2. Make Authentic Commitments
Don't just say you support the community—show it through consistent actions and business decisions that might cost you in the short term but build loyalty over time.
3. Create Experiences, Not Just Transactions
How can your business become a place people want to spend time, not just make purchases?
4. Let Your Product Excellence Carry Your Story
Great branding amplifies great products—it can't replace them. Make sure your foundation is solid before you build your brand story on top.
5. Grow Strategically
Expansion should reinforce your brand promise, not dilute it. Flying Bison's move to Larkinville supported their story of Buffalo's revival.
The Bottom Line: Building Brands That Matter
Flying Bison Brewing Company proves that in a world of generic brands and corporate consolidation, businesses that root themselves authentically in their communities don't just survive—they thrive. They've created something that can't be replicated by a chain or copied by a competitor: a genuine connection to place and people.
For Buffalo businesses looking to build brands that stand out, Flying Bison offers a roadmap: know your history, serve your community, deliver quality consistently, and never forget where you came from.
After all, in a city that knows something about taking flight against the odds, Flying Bison has shown that the strongest brands aren't just built—they're earned, one customer and one community connection at a time.
Ready to build a brand that connects authentically with your Buffalo community? Let's explore how your business can create meaningful connections that drive real results. [Schedule your free strategy consultation with Vagari Creative →]
