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Beer Hawker Shares Stands-Eye View of Vegas Sports

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Beerman Bruce Reiner selling beer at Cashman Field.

For nearly 15 years, Las Vegas sports fans have been buying beer, water, and nuts from "Beer Man" Bruce Reiner. Online, you can find myriad images of him joking and dancing with fans.

That's because Beer Man Bruce is more than a food and beverage vendor — he's an entertainer with his finger on the pulse of the city's growing sports audience.

“The people of Vegas believe in winning situations because it’s a winning city,” Reiner told KNPR's State of Nevada, “It’s a community. This is not a big city. It’s a small city. We’re all for one and one for all.”

Reiner has hawked beer, water, and nuts from Cashman to T-Mobile, for teams ranging from the Rebels to the Aviators. 

Reiner said rebranding the team and moving them to Las Vegas Ballpark is one of the best things the owners could have done. 

“It is making us a major powerhouse in the minor leagues and people are noticing that in the major leagues and that’s what you want,” he said, even though he thinks the fans in Summerlin are more serious than the fans at Cashman Field were.

During hockey season, Reiner carries beer through section 19 and 20 of the T-Mobile Arena.

“The fans at the Golden Knights are unreal,” he said.

Reiner said one of the most memorable moments of his hawking career was the ceremony at the Knights game just a few days after the October 1 shooting on the Las Vegas Strip. 

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He was actually at the Route 91 Harvest Festival when the shooting happened. He helped led people to safety because he knew the back way out of the venue.

Reiner also had to undergo surgery for brain tumors. But he said he is now tumor-free. 

But carrying upwards of 60 pounds up and down stairs for hours on end does take a toll, he said. He goes to the gym and swims a lot to keep up his leg and back strength. 

He is looking forward to taking his loud voice and entertaining style to the Raiders Stadium.

“I’m looking forward to continuing on as long as I can in this city to give people happiness, meeting new people, forming great relationships for the rest of my life. Until I can’t walk or talk or scream but I think the screaming will always be there.”

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"Beer Man" Bruce Reiner, beer vendor

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