Ohio State joined the growing number of colleges to sell beer in their football stadiums during home games last season. When the school announced in December that beer sales for the season topped $1.1 million, the rollout was considered a success not only for revenue reasons but it was indicated, via the Columbus Dispatch, that the school experienced less alcohol-related problems with fans than in previous years.
A new report by Columbus Business First shows how that money was spent, noting that while Columbus boasts a strong craft beer scene “three-quarters was spent on the big three light domestic brands: Miller Lite, Coors Light and Bud Light.” So while J.T. Barrett was leading touchdown drives, fans were enjoying the slightly cheaper ($8 compared to $9) option for alcohol.
Miller Lite is the clear choice for fans inside the Horseshoe, accounting for 31.7 percent of alcohol sales in 2016. Bud Light, the No. 1 beer brand by revenue in the country, wasn’t the runner up. Coors Light followed Miller Lite with 31.1 percent of sales while Bud Light came in third at 12.2 percent. Blue Moon is next at 7.3 percent, outpacing the other premium brands Goose Island and Leinenkugel, which each notched less than 2 percent.
According to the school, the money pulled in by Ohio State helps fund safety initiatives, like four additional police officers, increased security at football games and funding for the school’s center for alcohol and substance abuse.