Record Revenue from Game Day Alcohol Sales
The University of Georgia announced that alcohol sales at its home football games totaled $4,308,205 during the 2025 season, a substantial increase over the $2,794,481 recorded in 2024. The 2025 schedule featured seven home games, up from six the previous year, setting the stage for an even larger slate in 2026.
The bulk of that revenue came from three marquee matchups: the Texas game generated $957,506, the Alabama game $942,157, and the Ole Miss contest $835,882, underscoring the economic impact of high‑profile opponents.
Looking ahead, the Bulldogs will again host seven home games in 2026, with opponents including Oklahoma, Vanderbilt, Auburn, Missouri and Georgia Tech on the slate, promising continued financial momentum.
Consumer preferences were clear: High Noon hard seltzer emerged as the top‑selling beverage, followed by Michelob Ultra, Tropicalia from Creature Comforts Brewing, and the classic Miller Lite and Twisted Tea, each priced between $11 and $13.
University officials say the rising sales reflect both the growing popularity of game‑day drinking culture and the institution’s strategy to expand beverage options, a move that aligns with broader trends in collegiate athletics revenue.