Georgia’s football program announced a record $4.31 million in public alcohol sales across its seven home games during the 2025 season, marking a $1.52 million increase over the previous year.
Record Revenue Amid Expanded Schedule
The surge was most pronounced during the primetime showdowns against Texas and Alabama, which generated $957,506 and $942,157 respectively, while the daytime Ole Miss contest posted $835,882, the highest revenue for a non‑night game.
Overall, the Bulldogs earned between $342,972 and $510,999 from the remaining home contests, underscoring the consistent demand for concessions throughout the schedule.
Primetime Matchups Lead the Surge
The increase reflects both a broader slate of games and heightened awareness of the new alcohol policy, which debuted in 2024 and now sees beer and hard seltzer priced at $10‑12 per unit. At an average $10 per drink, the stadium moved roughly 430,000 servings in 2025, a figure that aligns with the 93,033‑seat capacity of Sanford Stadium.
Athletic officials attribute the growth to a combination of fan enthusiasm, strategic night‑time scheduling, and the expanded seven‑game home slate, which not only boosted revenue but also reinforced the stadium’s role as a premier venue for college football.