**Beer, Football, and the Business Behind Neyland Stadium**

Beer and football have always been a classic combination. The thrill of the game, the camaraderie of tailgating, and the cold refreshing taste of a beer in hand – it’s a tradition that has been embraced by fans all over the country. Neyland Stadium in Tennessee is no exception. For the past five years, beer sales have been a part of the game-day experience at Neyland Stadium, and it has been quite a journey.

The introduction of beer stands at the stadium was met with mixed reactions. Some saw it as a positive change, a way to enhance the fan experience and generate revenue for the university. Others were concerned about the potential for underage drinking and rowdy behavior. These concerns were not unfounded, as three underage adults were caught trying to purchase beer during the first season of sales. This led to a settlement between the city of Knoxville, the University of Tennessee, and the stadium’s beer vendor, Aramark, which included stricter ID checks and employee training.

Despite the initial hiccups, beer sales at Neyland Stadium have proven to be a profitable venture. The numbers speak for themselves. In the 2021 season, alcohol sales generated a staggering $3,330,558.93 in revenue. Considering that the university and Aramark split this revenue 50/50, it’s clear that beer sales have been a significant source of income for both parties.

But it’s not just about the money. The introduction of beer sales has also had a noticeable impact on the atmosphere at Neyland Stadium. The addition of beer stands has provided fans with more options when it comes to their preferred beverage. From domestic beers to craft brews, there is something for everyone. And let’s not forget about the spiked sweet tea in a can – a unique offering that adds a touch of southern charm to the game-day experience.

Of course, all good things come at a price. A single beer at Neyland Stadium can cost between $9 and $15, which is certainly on the higher end of the spectrum. But when you’re at a sports venue, you expect to pay a premium for your drinks. After all, you’re there to enjoy the game, and having a beer in hand only enhances the experience.

One thing to note is that the Southeastern Conference has set a strict last call policy. Alcohol sales cease at the end of the third quarter, ensuring that fans have enough time to sober up before leaving the stadium. It’s a responsible approach that prioritizes safety without dampening the fun.

Overall, beer sales at Neyland Stadium have been a rollercoaster ride. There have been ups and downs, but in the end, it’s clear that the benefits outweigh the challenges. The revenue generated from beer sales has been a boon for the university and its beer vendor. It has also enriched the game-day experience for fans, providing them with more choices and adding to the vibrant atmosphere of Neyland Stadium.

So, next time you find yourself at Neyland Stadium for a Tennessee football game, make sure you’re prepared to get your beer on. Grab a cold one, cheer on the Vols, and enjoy the unique experience that beer and football bring together. Cheers!