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The second year of beer, wine, and liquor availability at concession stands in Darrell K Royal-Texas Memorial Stadium marked an increase of more than 70 percent in sales, according to public records obtained by the Austin American-Statesman.
Overall, the school generated $3.1 million in revenue, leading to $1.3 million in profits from its contract with the distributor. In 2015, sales totaled $1.8 million, resulting in $812,798 in revenue for Texas.
Here’s the breakdown of each type of alcohol sold at the stadium:
Beer, wine, and alcohol sales at DKR
| Type of alcohol | Sales | Quantity |
|---|---|---|
| Type of alcohol | Sales | Quantity |
| Miller Light | $788,280 | 98,535 |
| Coors Light | $761,168 | 95,096 |
| Bud Light | $274,056 | 34,257 |
| Liquor | $141,632 | -- |
| Wine | $128,321 | -- |
| Shiner | -- | 1,411 |
| Lone Star | -- | 952 |
| Michelob Ultra | -- | 741 |
| Budweiser | -- | 89 |
Several factors contributed to the increase in sales, including the well-attended home opener against Notre Dame that created $701,234 in revenue from the capacity of more than 102,000 fans. In the top non-conference home game of 2015, the game against Cal, there were more than 10,000 fewer fans announced by the school.
Moving the season finale against TCU to the Friday after Thanksgiving also increased attendance by about 5,000 fans, according to the official numbers released by Texas, compared to the Thanksgiving game against Texas Tech in 2015.
Weather also helped, a school spokesperson noted. Remember the pouring rain against Kansas State in October of 2015? Contrast that with agreeable weather during all six games in 2016 and that likely accounted for the remainder of the increase.
If excitement spikes next season due to the hire of Tom Herman, expect another increase in sales, though the home opener against Maryland certainly won’t produce over $700,000 in alcohol sales.