When the Houston Astrodome first opened it quickly became the largest on premise keg account in Texas. It was the home field for both the Astros and the Oilers, and numerous special events including concerts, motorcycle races, bowl games, etc. When I was at Lone Star Brewing, the month sales number for the Astrodome was around 600 1/2bbls.
Since Jerry Jones bought the Cowboys, Miller Lite has been the official beer of Texas Stadium and now, Cowboy Stadium. With Miller Lite signage everywhere, it’s almost impossible to find any other brand in the stadium. In fact, at the Super Bowl a couple of years ago, the Miller Lite order for the game was 26,000 cases. It was the last game in which Coors Light was the official beer of the NFL. Coors had a hospitality tent outside of the stadium where they entertained and served their beer, but that was about the only presence the brand had at the stadium.
While beer has long been available in the professional sporting world, it is just now heading into the college stadiums. There are about 13 division l schools that sell beer in their stadiums. Universities are always looking for a new revenue stream, and beer is one which can easily be added. At the University of West Virginia, $550,000 in beer sales was added to their bottom line during their last year in the Big East Conference. The University of Texas, on the other hand, doesn’t sell beer, and $500,000 dollars in a budget which brings in $103+ million seems small. The UT stadium, however, is two and a half times larger than the WVU stadium. The math is easy. On the other hand, at the University of Minnesota, sales of wine and beer were $900,000 last year and after deducting for expenses, UM lost $15,000. Officials tout the loss to an over-staffing issue, but only time will tell.
The pressure on college athletics to drive revenue dictates that beer sales will eventually happen in these football and basketball stadiums. The question is, how, or will, the crafts be able to participate in this venue, which will provide a great opportunity to get brands sampled and exposed.
The alumni center at the University of Texas is across the street from the stadium and does serve beer on game days. You can buy, Coors Light, Bud Light, Miller Lite, and Shiner Bock. Beer is also available in the stadium, but only in the private suites.
Austin is currently a hot bed of crafts, new and established brands. Local bars and restaurants do what they can to support these products. And the locals love their craft beers. Given that the University of Texas will soon sell beer in the stadium, will any of these local crafts be in the mix? Like the Cowboys and the Texans, the brand rights will be up for bid, with the winner getting signage and priority placements all over the stadium. At best, fans might find their local brands offered at a small corner bar, but not in the stadium. You’ll be able to tailgate drinking Fireman 4, while buying Bud Light inside.
Marketing for crafts will remain grassroots for some time, in fact, this is what gives crafts the romantic touch they currently enjoy. Meantime, as to the stadium rights, Darrell Royal, storied UT Hall of Fame coach said, “You dance with the one who brung you.”
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