Alcohol at college football stadiums is something that’s actually relatively new. Maryland just started selling the suds at games this season (lord knows the fans needed it), and so did Kansas State and West Virginia. Results have been mixed depending on the team, but there’s an interesting number out of the first season down of booze sales down in Austin.
Texas sold $1.8 million worth of booze at football games this season, of which nearly a third of it was from Miller Lite. Alcohol accounted for for a shade more than half of the total concession revenue of $3.7 million this season. The Miller Lite sales totally $494,000 alone, and was the second most popular concession item at DKR Memorial Stadium behind bottled water. UT-Austin became the fourth UT system school to sell alcohol at sporting events after UTSA, UTEP, and UT-Arlington. North Texas, SMU and Houston also sell booze at sporting events.
So in order for Texas fans to quench their thirst, or more than likely drown their sorrows, they turned quite a bit to Miller Lite to help do both. Of note, Texas sold 4,915 Dos Equis’, 2,006 glasses of House Red Wine, and 346 mimosas.
School President Gregory Fenves said in his first day on the job that he wanted to allow alcohol sales at Longhorn sporting events. Part of the “world-class experience” is being able to sell them beer, he said.
Watching Texas football this season was probably better after downing a few, to be fair.