Georgia’s beer and hard seltzer sales at Sanford Stadium took another big jump in 2025, with public alcohol sales producing $4,308,205 in gross revenue over seven home games.
That worked out to an average of $615,457.86 per game, a 32.1% increase from the previous season, according to an Atlanta Journal-Constitution open records request.
The Bulldogs’ numbers now sit near the top of the SEC, behind only Texas A&M among schools reporting alcohol revenue through open records requests in 2025. ExtraPointsMB.com reported that Texas A&M brought in $4,740,922 over its first five home games last season at Kyle Field, averaging $948,184 per game. Georgia’s full seven-game total later emerged and landed second on the list, just ahead of Tennessee’s school-record average of $614,966 per home game over seven games in 2025.
Two of Georgia’s biggest draws on the 2025 schedule also turned into the biggest alcohol sales days. The Bulldogs’ two home night games, both 7:30 p.m. kickoffs, came against Texas and Alabama. The Texas game was the biggest money-maker of the season, with Georgia’s 35-10 win on Nov. 15 generating $957,506 in alcohol revenue.
High Noon seltzer led all alcoholic beverages sold at UGA home games last season, with Michelob Ultra and Creature Comforts Tropicalia beers next in line. That top spot matched the 2024 season, when High Noon also finished first, followed by Creature Comforts Tropicalia and Michelob Ultra.
Georgia was the final SEC school to begin selling beer at football games in 2024, after the league approved alcohol sales for its then-14 member schools in 2019. At the time Georgia announced the move in January 2024, athletic director Josh Brooks said, “It’s not something you want to rush into,” and added, “We were able to learn a lot of notes from our peers as far as things they went through and best practices, so we feel ready and prepared to take that on this fall.”
An ESPN survey had already shown that about 80% of Power Five schools were selling alcohol at games in 2023, the season before Georgia joined them.
In Georgia’s first season with public alcohol sales at home in 2024, the Bulldogs brought in $2,794,481 in gross revenue across six home games, an average of $465,746.83 per game.
UGA gross sales revenue per game
2025 season
2024 season
Tennessee, $762,801 (7:30 p.m. start)
Auburn, $516,770 (3:30 p.m. start)
Georgia Tech, $495,009 (7:30 p.m. Friday start)
Mississippi State, $406,593 (4:15 p.m. start)
Massachusetts, $314,850 (12:45 p.m. start)
Tennessee Tech, $298,458 (2 p.m. start)
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