Game Day Beer, Wine Sales Prove Lucrative At SMU

DALLAS (July 29, 2014) SMU sold nearly $350,000 in beer and wine at basketball games since sales started in January, the Dallas Morning News reported Tuesday.

The figure is for gross sales.

The information came from the state comptroller's office and university records.

Part of the proceeds from the sales goes to the vendor, Aramark.

Athletic department spokesman Brad Sutton says beer and wine sales, which started Jan. 4 at Moody Coliseum, made up more than half of the $650,000 in food and other concessions sold at games.

SMU students age 21 and older were limited to three beers per game, with stubs on a wristband used to confirm purchases.

The school will allow beer sales at football games this fall. Alcohol is already permitted in luxury suites at Gerald J. Ford Stadium.

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