Premium buzz: Florida to sell beer at football games in The Swamp

As the alcohol trend in college football continues to grow, Florida is the latest to jump on that revenue train.

In a press release Wednesday, the university announced that it will begin selling beer and wine at Ben Hill Griffin Stadium beginning with the 2016 football season. The catch, though, is that the sale of alcohol will be limited to the premium seating areas of the stadium, specifically the Holloway Touchdown Terrace and Evans Champions Club. The O’Connell Center, the home of the basketball Gators, will also offer alcohol to its premium seat holders.

The school made sure to note in its release that the decision to allow alcohol inside its sports venues is exactly plowing new territory.

Beer and wine sales are commonplace on campuses across the country, including at softball and baseball NCAA Championships. At least 34 schools sell beer at football games, including at least 14 that limit the sale to luxury suites and/or club areas. UF football suite holders have been able to stock alcohol in their suites for several years.

Sales of alcohol will be cut off at the start of the third quarter. Also be warned: “Fans purchasing alcohol in the premium areas must consume their drinks in the lounge and cannot take any alcohol to the general-seating area.”

“Providing alcohol in our premium seating areas for both football and men’s basketball was another amenity we wanted to provide to the fans in those areas,” said athletic director Jeremy Foley.

For those keeping score at home, UF will become the sixth SEC school to sell alcohol at football games.