How Tennessee alcohol sales soared at Neyland Stadium, especially in losses [USA TODAY]
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Source: USA TODAY
More beer was sold in the first half of the Georgia game in 2025 than the entire Georgia game in 2019, which was UT's first SEC game with alcohol on sale. Unfortunately for the Vols, they lost both games. In 2025, fans drowned their sorrows by drinking the most during UT's costliest defeats. Losses to Georgia and Oklahoma generated almost $1.7 million in alcohol sales combined. But over the scope of the past seven years, UT has sold more alcohol in wins than losses – from a per-game metric and overall. Knox News analyzed Tennessee's alcohol sales for home football games from 2019-25, using figures the athletics department provided in response to a public records requests. Here's what they reveal, beginning with the 2025 season. Tennessee football hit record highs in beer sales in 2025 UT generated $4.3 million in alcohol sales for the 2025 season, which included seven home games. It averaged $614,966 per game. Both figures were the highest in a single season. Neyland St
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