Which beer did Spartan football fans prefer? MSU says one brand stood out

EAST LANSING — Spartan Stadium beer sales may have been influenced more by the opposing fan bases' thirst than home fans drowning their sorrows over a rough season, according to the pattern Michigan State staff noticed.

Because MSU only sold alcohol for the final four homes games of the season, it may be early to say with confidence how much visitors who supported opposing teams affected sales, said Director of Communications for Student Life and Engagement Kat Cooper.

"But we have a hypothesis: It's a pattern we’ve noticed. It seems to be the people who were buying more were from opposing teams who hadn’t tailgated prior to the game. It's something we're keeping an eye on," she said.

Starting with the Washington game, the third home game of the season, concessions offered seven different beers, in 16-ounce cans, and a seltzer, in 12-ounce cans, during games at several kiosks separated from other refreshment counters.

The school cut off sales five minutes into the third quarter of each game and limited sales to two beers at a time. Despite essentially only selling through halftime, MSU sold an average of 14,550 cans per game.

Sales were highest during the first alcohol-sales game, against Washington, when 16,500 cans were sold. The lowest-selling game was the second outing, against Maryland, with 12,200 sold. Sales picked back up again for the University of Michigan, with 15,800 sold, but dropped for the last home game, a noon start, against Nebraska, with 13,700 cans sold.

"It's hard to say if this will be consistent," Cooper said. "There are so many variables. We’ve long known in concessions that sales are highly dependent on the weather, the opponent and the action on the field; and that plays out in alcohol sales, too."

Between all its offerings, the university brought in more than $582,000 — selling 58,200 cans at $10 for domestics and $12 for Michigan or craft drinks.

Regardless of who was doing the drinking, the biggest seller this past fall was Coors Light, Cooper said, although the number of cans sold was not immediately available. In a tie, the runners-up were Sparti Parti and the Oberons (earlier games sold the classic Oberon Ale, later games sold Oberon Eclipse). Nutrl Seltzer Orange, the only non-beer offering, also was a strong seller, Cooper said.

Other options at the stadium included Founders All-Day IPA, North Peak's Sparta, Short's Local's Light and Bud Light.

Coors Light, a domestic beer, sold for $10 while the Oberan and Sparti Pari offerings, considered craft beers, were $12.

Michigan State University began selling alcohol after a change in state law during football games in September, after the season had started and after two home games. Early-season home games against Central Michigan University and Richmond were alcohol-free.

People using Spartan Stadium suites were allowed to buy and consume alcohol before this past season because the suites are not formally connected to Spartan Stadium.

A portion of the revenue from MSU's sales will go toward MSU's University Health and Wellbeing initiative to fund education programs, with the remainder split between Athletics and Student Life & Engagement for stadium fan experience improvements, Cooper said.

Non-alcohol concessions are staffed by volunteer organizations, which receive a percentage of sales for their fundraising efforts, she said.

Alcohol sales are expected to return for the fall 2024 football season, but with the 2023 season over, MSU and other state universities are focusing on alcohol sales during basketball and hockey seasons.

Next up at MSU is men's basketball at the Breslin Student Events Center with sales starting Jan. 4, followed by hockey the next day at Munn Arena and women's basketball Jan. 9 at Breslin, Cooper said. Between the three sports teams, it will mean about 50 home games with alcohol sales, enough time to examine the "away team" hypothesis.

Most Big Ten member stadiums allow alcohol sales.

The University of Michigan's board in October approved a plan to obtain alcohol permits for Crisler Center, Michigan Stadium and Yost Ice Arena. The U-M basketball and hockey arenas will have permits and plans in time for this season, while football plans have yet to be announced, according to an October statement from the university.

Contact Mike Ellis at mellis@lsj.com or 517-267-0415

This article originally appeared on Lansing State Journal: How much did Spartans fans spend on beer this year?