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Lane Stadium Beer Sales Has Pros And Cons

Would the extra revenue stream be worth the headache for Virginia Tech?

By Roy Hatfield
Vincent Laforet/Getty Images

Josh Kendall, from The State newspaper in Columbia, S.C., wrote an interesting article three days ago discussing alcohol sales at South Carolina games. You can read Josh's great article by clicking here. He estimated the gross sales of South Carolina football to be around 2 million annually.  That's a lot of Bud Light.  There are pros and cons to offering adult beverages at college football games, including providing a safe environment for everyone.  Tailgating has long been a great tradition in Blacksburg, and alcohol certainly plays a role in that.  Some would argue that the fearsome reputation Virginia Tech has for hosting night games is equal parts talented players, equal parts Jack Daniels.

I'm not sure Hokie fans need any more liquid encouragement, but it was nice to buy a cold beer in the Superdome at the Sugar Bowl.  The N.C.A.A. has some interesting rules when it comes to alcohol sales, and this year's College World Series was kind of a trial run of sorts.  On off campus affairs, such as bowl games, you can purchase beer, wine, and sometimes cocktails.

Lane Stadium currently DOES offer alcohol in its premium seating options.  Private suites offer the best of everything, including alcohol.  Athletic Director Whit Babcock is on record saying that he is against general sales at Virginia Tech football games, so don't expect that to happen any time soon.  It will be interesting to see if other A.C.C. schools decide to start selling booze, and if Virginia Tech follows suit.  There is all sorts of liability issues that the school would have to weigh before coming to that decision.  You hear a lot of talk about the "fan experience", and providing the best gameday environment.  I'm not sure having my kids around highly intoxicated fans would equal that for me.

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