Do beer and football go together? We think so.
For many college stadiums across the country, sales of alcoholic beverages only happen during bowl games.
People who take the moral high ground about banning alcohol at college athletic events already have beverages chilled and poured in behind-the-scenes places.
Bans?
Bans only prevent those in the cheap seats from grabbing a cold beverage at their favorite games.
In sky boxes and suites, full bars and bartenders cater to fans in air-conditioned and heated suites in comfort. It’s big business for caterers and colleges and universities. ‘Enjoy a Coke and a smile, you unfortunate slobs with season tickets,’ seems to be the message.
There’s also the fact that tailgating is one of the main ways sports fans binge drink before kickoff and after games. There’s barbecue, burgers, brats, and plenty of alcohol to go around — steps away from the protected gridiron, field, or arena. If people want to drink, they will find a way to drink.
Remember prohibition?
And as any college student or alumni will tell, metal detectors and body searches don’t catch all the alcohol smuggled in flasks through the turnstiles.
Beer and Weed?
More progressive universities and conferences not only allow beer and wine sales but often collaborate with brewers to create beers, wines, or spirits branded with the university’s colors, mascots, and battle cries.
What’s next? Weed?
In Colorado, the University of Colorado Boulder (CU) added a cannabidiol supplier to its corporate sponsor list last year. It was the next logical step in a state where the use of CBD products and legalized marijuana are generally accepted.
But the beer came first.
CU partnered with Avery Brewing Company in 2019 to create Stampede, a Colorado Gold Lager.
By teaming up, CU and Avery created a locally inspired beer that promotes the trailblazing spirit of Boulder. They say it connects students, staff, and the university.
Over the years, many students and professors employed by the brewery encouraged the partnership, leading to the Buffs’ alcohol/education connection.
The can of Stampede beer features Ralphie, the American Bison that leads the team onto the field at home games. Stampede is a 4.5% ABV available at Folsom Field, CU Events Center, and other places where fans can stock their coolers for pre-and post-game festivities.
And up the road in Fort Collins, Colorado State University (CSU) and New Belgium Brewing collaborated to create Old Aggie, a light lager for game days. The cans feature the CSU Ram in orange and green with a 4.2% ABV lager that is easy to drink with citrus notes.
A portion of sales supports CSU’s Science and Fermentation Program, the athletic department, and responsible consumption of alcohol.
The collaboration was so successful that New Belgium opened the New Belgium Porch at the north end of Canvas Stadium, the Rams’ home field. Fans can grab drinks at the two premium bars, watch the game from the drink rail on TVs from six outdoor areas, and socialize with friends.
The Porch and other concession areas sell New Belgium staples such as Fat Tire Amber Ale and seasonal brews in addition to Old Aggie. Did I mention that New Belgium also donates millions of dollars to CSU to help with its programs – including $4 million to help build the new football stadium?
It’s no surprise that CSU offers beer or partners with a local brewer to bring craft beer to its fans. They don’t want another protest about beer on campus.
In 1968, CSU students wanted on-campus alcohol sales so much that they held a protest or ‘Beer-In’ to gain attention. As a result, Ramskeller Pub & Grub opened to give students and faculty a place to imbibe without leaving campus. That pub is still quite popular with students and locals in downtown Fort Collins.
Coloradoans are passionate about their beer!
Following the success of the New Belgium Porch at football games, CSU basketball’s Moby Arena removed a section of seating to make room for a similar area. The FNBO Loft at Moby Arena took over 600 seats to make room for the addition in 2019. The space isn’t fitted out like The Porch, but it does provide access to beer inside the arena and a standing room with a drink rail to watch the game. First National Bank of Omaha (FNBO) partnered with CSU here.
Other schools are looking at similar partnerships.
In the Big Ten, the University of Iowa became the eighth school to sell beer and wine at Kinnick Stadium, Carver-Hawkeye Arena, Duane Banks Field, and Bob Pearl Field.
Illinois, Indiana, Maryland, Ohio State, Purdue, Rutgers, and Minnesota also sell beer and wine during home games.
For the Iowa Hawkeyes, selling beer and wine at collegiate events is a pilot program. Last year the University raked in about $3.2 million from alcohol sales at its athletic venues. We’ll see how it goes this year.
Michigan, Michigan State, Nebraska, Northwestern, Pennsylvania State University, and Wisconsin aren’t allowing alcohol sales yet, but Penn State’s Nittany Lions are considering it.
The board of trustees is looking for a responsible way to provide for the sale of beer in Beaver Stadium to improve the fan experience and generate additional revenue for the college and its athletic department.
Currently, alcohol is available only in suites and club sections in Beaver Stadium on Penn State’s campus.
Like many other universities, concern for underage drinking is a consideration. A combination of ideas is being tested, including wristbands for people 21 and over, thorough ID checks, and no alcohol in student sections.
More than half of the Power 5 conference schools in the U.S. now sell alcohol at their home games. Historically Black Colleges & Universities (HBCUs) such as North Carolina A&T State University and Norfolk State University started selling alcohol in the last few years.
Truist Stadium, home of Wake Forest University in Winston-Salem, N.C., sells wine and beer in the stadium, not just in the premium boxes overlooking the field six or seven floors up in Deacon Tower. Wake Forest also allows beer and wine sales at its other athletic venues.
Schools in the Mid-Eastern Athletic Conference, the Southwestern Athletic Conference, and the Big South Conference, among others, are also testing the water.
Stone Brewing partners with the University of Southern California (USC) in PAC 12.
Texas A&M (SEC) partnered with Karbach Brewing Company in Houston to create its 12th Man Lager.
New Belgium partnered with North Carolina State University from its second brewery location in Asheville, N.C., to feature Old Tuffy, the school mascot. A portion of beer sales goes to the University’s fermentation sciences program.
And not surprisingly, as far back as 2015, the University of Louisiana at Lafayette (UL-Lafayette) made news when its Bayou Teche Brewing created Ragin’ Cajuns Ales. And Louisiana State University (LSU) teamed up with Tin Roof Brewing to create an American Lager branded for LSU.
In 2019, the Southeastern Conference (SEC) lifted its ban on alcohol sales for the 2019-2020 college football seasons. Some schools jumped in early. Others took a wait-and-see approach.
Texas A&M, Vanderbilt, Tennessee, Arkansas, Missouri, and LSU sold beer within three months of the ban lifting.
The University of Alabama, Georgia, Auburn, and Kentucky didn’t follow the first pack of SEC schools but continued to sell alcohol to all but the public. Alabama may make the first move in the state as Auburn University talks about tradition and morals. Florida continues its pilot program, and Ole Miss sold more than 15,000 beers after getting the green light to sell beer in 2019. The following season they sold more than 20,000 beers at its games.
Auburn alum and brewery founders at Red Clay Brewery and Oskar Blues Brewery partner with their respective universities by offering scholarships, internships, and often a unique brew that fans can grab in the community. That’s one way to partner.
The Pandemic created plenty of reasons for colleges to open alcohol sales to the public during game days. Now, many schools are reporting revenue increases in the millions of dollars.
Hockey, Volleyball, Baseball
College football may have gotten the ball rolling, and basketball, baseball, hockey, volleyball, and other collegiate sports are now pulling in money for their programs, too.
Regardless of the concern about an increase in arrests, crime, and other nefarious activities associated with alcohol consumption, schools new to the drinking game find the worry unwarranted, according to schools and law enforcement reports.
As more universities dabble with their ideas, programs with established alcohol sales are enjoying the benefits.
Until colleges offer the same experience as professional sports teams, fans will continue to guzzle their beer from their RV spots or make friends with season ticket holders and skybox owners who already have access to all the booze they want.
It’s just my opinion. What are your thoughts?
Does your favorite brewery or university have similar partnerships? We’d love to hear about it and share the information with other brew lovers like us.
Do you think college athletic programs should offer alcohol to fans in the stands? What are the moral or ethical arguments? Let us know what you think.
Cheers!
