Bottoms up, Hog fans. The Arkansas Razorbacks are reportedly pushing to sell wine and beer at football games.
Club seat holders at Razorback Stadium will be able to buy beer & wine during 2014 season pending approval of a liquor license.— Bob Holt (@BobHoltADG) February 12, 2014
Current SEC policy states that alcoholic beverages can only be sold to those sitting in premium seats, so only a select few of the 72,000 fans at the Fayetteville stadium will benefit from this change.
As Holt quipped, last year's 0-8 SEC season might have driven a number of Hogs fans to the bottle, so making that source of solace readily available is a savvy business move for UA.
Considering last couple of seasons may have driven Hog fans to drink, good of UA to make alcohol available at games. Bet price is steep.— Bob Holt (@BobHoltADG) February 12, 2014
The sale of alcohol at collegiate football games has been a source of some controversy over the years.
The practice is common at NFL games and even when NFL stadiums host collegiate games, but it has been met with some resistance at the collegiate level.
Without delving into the moral side of the issue, it is a no-brainer from a business standpoint.
Should the SEC allow beer sales to those in general seating areas?
Recently, West Virginia began selling beer to all fans of legal drinking age, not just those in premium seating. The change was a humongous success and, according to the Associated Press (h/t The Charleston Gazette), astronomically increased concession sales while simultaneously reducing arrests.
The win-win move resulted in more than $500,000 in beer sales alone and an overall 84 percent increase in concession sales at its 60,000-seat Milan Puskar Stadium.
With an established Big 12 program like WVU showing all-around success with beer sales, other leagues and teams could follow.
If SEC programs like Arkansas continue to show interest in the sale of beer to fans, it could only be a matter of time before the league gives in and alters its current policy to allow sale to those in standard seating.
So drink responsibly, Hog fans, and it just might happen.