ANN ARBOR – Mich. (Michigan News Source) — This fall, Michigan Stadium is raising the bar for game-day excitement by introducing alcohol sales, thanks to a newly approved Class C liquor license. The news, announced on May 16, means fans can enjoy beer, wine, and spirits starting August 31 at the season opener against Fresno State.

Michigan Stadium will join the majority of Big Ten stadiums in selling alcohol, making it one of the last to adopt this policy. This comes after experimental trials at Yost Ice Arena and Crisler Center, where alcohol sales went smoothly, with no reported incidents of drunken behavior or medical emergencies​. 

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Buoyed by these successes, Michigan’s Board of Regents felt confident enough to extend the policy to the Big House. With this move, only a few Big Ten schools, such as Northwestern and Nebraska, remain without alcohol sales in their stadiums.

Fans will need to show ID and will be limited to two alcoholic beverages per purchase. The revenue from these sales will cover operational expenses, with a portion allocated to fund campus research projects.

Michigan follows in the footsteps of other Big Ten schools like Ohio State and Iowa, which have seen significant revenue from alcohol sales at their stadiums. Ohio State raked in over $1 million in its first year of beer sales, while Iowa reported $2.4 million in sales during the 2021 season​.

So, get ready to raise a glass, Michigan fans. Cheers to a new era at the Big House.