The Peach Bowl is one of the major bowl games played annually as part of the College Football Playoff. This year, the Peach Bowl will be played on December 30, 2022 at Mercedes-Benz Stadium in Atlanta, Georgia. One question many fans have is whether alcohol will be sold at the Peach Bowl.
Quick Answers
Yes, alcohol is sold at the Peach Bowl. Mercedes-Benz Stadium has beer and wine available for purchase at concession stands throughout the stadium. Fans 21 and older will be able to purchase alcohol at the 2022 Peach Bowl.
Alcohol sales at college football games have become more common in recent years. Many major stadiums and bowl games now sell beer and wine to fans of legal drinking age. The Peach Bowl joined this trend starting in 2020. Prior to that, no alcohol was sold to general ticket holders.
History of Alcohol Sales at the Peach Bowl
The Peach Bowl has been played annually since 1968. For over 50 years, no alcohol was sold to regular ticket holders at the game. However, premium club and suite ticketholders could purchase alcohol. This changed in 2020 when Mercedes-Benz Stadium and the Peach Bowl organizers announced alcohol sales would be expanded to all fans 21 and over.
Prior to 2020, the Peach Bowl’s no alcohol sales policy was in line with many other college bowl games and regular season games. Selling alcohol was prohibited by NCAA rules for championships and many schools banned sales for regular games.
Things began changing in recent years though. Some states started passing laws requiring public stadiums to sell alcohol if they host NCAA events. The NCAA also loosened its restrictions on championships. Additionally, individual schools pushed for alcohol sales as a way to increase revenue.
The Peach Bowl decided to join this trend starting with the 2020 game. Organizers announced beer and wine would be available for purchase for all fans of legal drinking age. Hard liquor continues to be prohibited.
General ticket holders lined up to buy their first ever beers at the Peach Bowl during the 2020 game between Georgia and Cincinnati. Fans were appreciative of the change and sales proved successful.
Alcohol Sales Expanded for Increased Revenue
One of the biggest reasons the Peach Bowl and other college football events have started selling alcohol is money. Beer and wine sales provide a nice new revenue stream for athletic departments and bowl game organizations.
School athletic directors and bowl game CEOs have noted expanded alcohol sales lead to millions in new profits. People are willing to pay the inflated stadium prices for beer and wine, adding up quick for the events.
The Peach Bowl saw an opportunity to tap into this new revenue source with its policy change in 2020. While no exact financials are available, the game undoubtedly made hundreds of thousands if not millions from alcohol sales at the 2020 and 2021 games.
Other college stadiums and bowl games have reported huge financial windfalls from alcohol. For example, Texas A&M made $1.1 million selling alcohol at its first game with beer and wine. The College Football Playoff semifinal games see around $2 million in alcohol sales each.
The Peach Bowl joined in on capitalizing on this revenue opportunity with its recent alcohol sales policy change. Beer and wine are big money makers for major football events.
Alcohol Sales Policies and Enforcement
While alcohol is now available for purchase at the Peach Bowl, there are policies in place to try to ensure responsible sale and consumption. These include:
ID Checks
Fans wishing to purchase alcohol at the Peach Bowl will have to show valid photo identification proving they are 21 or older. Government-issued IDs like driver’s licenses or passports will be accepted. Fans without proper ID will not be sold alcohol.
Limit on Number of Beverages
Fans are limited to buying two beers or wines at a time. This policy aims to deter over-consumption by preventing fans from buying numerous drinks in one trip. Fans will have to space out their alcohol purchases rather than buying many all at once.
Alcohol Sales Cutoff
Beer and wine sales will end halfway through the 3rd quarter of the game. This allows for up to 2.5 hours of alcohol sales based on the typical college football game length. Cutting off sales early helps limit late game over-consumption.
Increased Security Personnel
The Peach Bowl boosts security staff when selling alcohol to help identify and deal with any intoxicated or unruly fans. Extra personnel monitor the concession areas and seating areas for problems.
Overall, organizers take a number of steps aimed at allowing responsible sale and consumption of alcohol. However, incidents may still occur with the presence of alcohol at a major event. Fans are advised to drink in moderation.
Alcohol-Related Incidents and Controversies
Selling alcohol at college sporting events does unfortunately come with some negative consequences and backlash. Despite policies to encourage responsibility, problems can still occur and have at the Peach Bowl and other games.
Fan Incidents
Every year there are some incidents of fans getting too drunk and causing problems at the Peach Bowl. These include fights between fans, people removed from the stadium for unruliness, and arrests for public intoxication.
While incidents like these are inevitable, many feel expanded alcohol sales increase the frequency and severity. Opponents argue alcohol and college sports don’t mix well and these incidents prove why it should be prohibited.
Underage Drinking Concerns
Another concern around selling alcohol at college games is the potential for underage fans to be served. Some worry lax enforcement could allow those under 21 to purchase beer and wine. If true, this contributes to dangerous underage drinking.
Detractors say stadiums focused on quick alcohol sales for profits may not vigilantly card and enforce the drinking age. However, the Peach Bowl claims strict ID checks are always performed at its game.
Controversial Partnership with Alcohol Company
A unique controversy stemmed from the Peach Bowl’s multi-year sponsorship deal with beer company Yuengling after deciding to sell alcohol. The Peach Bowl was criticized for partnering directly with an alcohol distributor.
Opponents argued alcohol and college sports already don’t mix well. A sponsorship with an alcohol company just exacerbates the issue and sends the wrong message. Yuengling responded claiming they encourage responsible drinking.
Despite some backlash and incidents, alcohol sales have continued and expanded throughout college football. The profits appear to outweigh any downsides for decision makers like the Peach Bowl.
Comparison of Alcohol Policies for Other Major Bowl Games
The Peach Bowl is far from alone in its decision to sell beer and wine to general ticketholders. Nearly all the major bowl games have enacted alcohol sales in recent years. Here is a comparison of the alcohol policies for some of the top upcoming bowl games:
Bowl Game | Alcohol Sales Policy |
---|---|
Peach Bowl | Beer and wine sold to fans 21+ |
Fiesta Bowl | Beer and wine sold to fans 21+ |
Rose Bowl | Beer and wine sold to fans 21+ |
Sugar Bowl | Beer and wine sold to fans 21+ |
Orange Bowl | Beer and wine sold to fans 21+ |
Cotton Bowl | Beer and wine sold to fans 21+ |
As the table shows, every major bowl game has adopted alcohol sales in recent years. The policies are all similar, focused on beer and wine sales to legal drinking age fans.
This mirrors the expanding alcohol sales throughout regular season college football as well. Most major programs now sell alcohol in general seating areas. The increasing revenues have led to widespread adoption despite some continued opposition.
Perspective on the Ongoing Debate Over Alcohol Sales
The decision of the Peach Bowl and other college events to sell alcohol remains controversial to this day. Arguments on both sides persist in this ongoing debate:
Arguments Supporting Alcohol Sales
– It provides new revenue streams that can benefit programs and stadium improvements.
– Serving alcohol responsibly to fans of legal age is reasonable.
– Attendance and sales may improve if fans can purchase alcohol.
– Trying to prohibit alcohol sales is ineffective as people still drink beforehand or sneak it in.
Arguments Opposing Alcohol Sales
– It sends the wrong message for a college event to profit from alcohol sales.
– Underage and excessive drinking at games becomes more likely.
– Problems from intoxicated fans like fights, ejections, and arrests will increase.
– It places liability on the schools and stadiums for overserving.
There are merits to both perspectives on this issue. The lure of profits has clearly shifted the tide though. Barring a major re-evaluation, alcohol sales will continue expanding at college football stadiums and bowl games like the Peach Bowl. Fans must drink responsibly.
Projection for This Year’s Peach Bowl Alcohol Sales
Given the current policies and trends, what can we expect in terms of alcohol sales at this year’s Peach Bowl on December 30, 2022?
Analyzing last year’s game, alcohol vendor Aramark reported total beer and wine sales of $612,664 at the 2021 Peach Bowl between Michigan State and Pittsburgh. With this year’s game likely to draw a similar or possibly larger crowd, alcohol sales projections are as follows:
Projected Attendance:
65,000
Projected Beer Sales:
$450,000
(About 24,000 units at $7-9 per beer)
Projected Wine Sales:
$175,000
(About 11,000 units at $9-12 per wine)
Total Projected Alcohol Sales:
$625,000
These projections indicate another big year is expected for alcohol sales at the 2022 Peach Bowl. The total amount is estimated to exceed $600,000 based on recent trends and a large crowd.
Organizers can allocate this revenue toward stadium improvements, team payouts, and other operating costs of putting on the game. The money will continue providing financial incentives for selling alcohol.
As long as sales remain strong, the Peach Bowl seems highly likely to continue its current policies on beer and wine availability. Any problems or controversy do not yet outweigh the profits.
Conclusion
In conclusion, alcohol is sold to fans 21 and over at the Peach Bowl. This policy changed in 2020 after many years of no alcohol sales to general ticketholders. Revenue generation was a major driver of expanded beer and wine availability.
The Peach Bowl developed policies aimed at responsible sale and consumption but incidents inevitably still occur. Selling alcohol at college events remains controversial but highly profitable. For 2022, alcohol sales at the Peach Bowl are projected to again surpass $600,000. As long as strong demand persists, expect beer and wine to remain available for purchase to fans of legal drinking age.