When the mountains turn blue, your beer is as cold as the Rockies.
When the mountains turn blue and gold, your beer is as cold as the Appalachians that run through Morgantown, W.Va.
The West Virginia University Board of Governors approved the sale of beer during Mountaineer football games in June, making it the 36th Division I school to sell alcohol during athletic events.
“I believe we have taken a step forward toward our goal of a safer, friendlier and more civil game day experience,” said West Virginia Athletic Director Oliver Luck after the movement passed by a 10-5 vote.
The new policy comes with a list of stipulations.
Beer can only be bought from brick and mortar concession stands located away from the student section, and sales end midway through the third quarter. Fans may only purchase two beers at a time and must show a valid ID, regardless of age.
Domestic bottles cost $7, and a draft beer from the Morgantown Brewing Company costs $9.
West Virginia also implemented a designated-driver program. Attendees who sign up for the program receive a coupon for a free soft drink during the game. Through the Mountaineers’ first two home games, 132 people have signed up for the program.
Tyler Campbell, 22, an exercise physiology senior at West Virginia, said students were indifferent about buying beer during football games.
“The students didn’t really care that much,” Campbell said. “They don’t want to pay or can’t afford 7- or 9-dollar beers”
While the students may not shell out the money for a sudsy beverage, other fans will — and have.
During the Mountaineers’ home opener against Marshall on Sept. 4, the school made $160,656 from beer sales. Of that amount, about $75,000 went back to the university. Sales decreased to $120,797 for the second home game against Norfolk State, but that difference was likely connected to a drop in attendance.
Norfolk State attracted just 51,911 spectators compared to the 60,758 that showed up for the Marshall game.
“I’d expect, no matter what the size crowd, there would be a little bit more enthusiasm for play at West Virginia,” LSU coach Les Miles said.
While West Virginia fans have a reputation for reaching a level of rowdiness typically reserved for Southeastern Conference supporters, Campbell said he hasn’t noticed a change in the gameday atmosphere.
“As far as the number of drunk fans and stuff, it was no different than before,” Campbell said. “I wasn’t sure what to expect, but it hasn’t really made a lot of it.”
Unfortunately for fans hoping that LSU will follow in West Virginia’s footsteps — LSU does serve alcohol in luxury suites — the SEC does not allow any of its member institutions to sell beer to the general crowd during games.
Miles welcomed the idea but said he’d leave that decision up to Athletic Director Joe Alleva and Chancellor Michael Martin.
“If they did that in Tiger Stadium, I fear that the upper decks might not hold it,” Miles said. “But I promise you we’d enjoy playing in front of a Tiger Stadium that occasionally had a