During Auburn’s inaugural basketball exhibition of the year, Neville Arena featured stocked fridges containing Bud Light, Michelob Ultra, and Miller Lite cans. This marked a significant development as it was the first instance of Auburn introducing public alcohol sales at an athletics event. Notably, Auburn became the last school in the SEC to adopt the sale of beer, wine, and hard seltzers. The decision to implement alcohol sales was not driven by a specific reason, according to Auburn athletic director John Cohen, who explained in a January interview that considerable research and thought had gone into the decision.
Cohen expressed his concern upon arriving at Auburn about the perceived “lack of premium options,” which encompassed alcohol sales. He acknowledged an internal struggle with the appeal of watching a game from the comfort of home due to its cost-effectiveness and relaxation compared to attending a live event with associated challenges like ticket purchase, travel, traffic, and parking. Cohen believed that introducing alcohol sales could enhance the in-arena experience, making it more attractive for fans who might otherwise choose to watch games at home.
Drawing on his experience at Mississippi State in 2020, where he oversaw the introduction of public alcohol sales at football and basketball games, Cohen felt comfortable implementing a similar initiative at Auburn. He mentioned studies suggesting a decrease in behavioral issues associated with the introduction of beer at sporting events, though he emphasized that this was not the sole reason for the decision.
As Auburn continues its first basketball season with alcohol sales, Cohen and his staff are actively experimenting and analyzing the program’s success. In the short term, alcohol sales will persist at basketball games, and similar initiatives are planned for spring sports events, including baseball and softball. Cohen hinted at a new “premium” softball experience and ongoing renovations at Plainsman Park. Looking ahead to the fall, Cohen anticipates the introduction of alcohol sales at football games in Jordan-Hare Stadium.
