Michigan beer and wine distributors team up with public universities for football stadium alcohol sales

September 23, 2024

Second year of Spartan Stadium alcohol sales expected to increase revenues, boost local economy

EAST LANSING, Mich. – This football season, public university stadiums across Michigan, including Spartan Stadium, will once again offer alcohol sales. Allowing fans to enjoy alcoholic beverages while cheering on their teams will provide an additional revenue stream for universities.

 

Michigan’s beer and wine distributors are actively supporting this new sales opportunity by delivering a variety of quality beverage options for fans to enjoy at stadiums across the state.

 

“We're excited to be part of this new era for college football in Michigan,” said A.J. Mathews, president of West Side Beer Distributing. “This unique opportunity allows us to support public universities' athletic programs while ensuring fans can enjoy the game in a safe and responsible way.”

 

With locations in Lansing, Kalamazoo, Grand Rapids and Romulus, West Side Beer Distributing is among the distributors supplying fan-favorite beverages to Spartan Stadium at Michigan State University and Waldo Stadium at Western Michigan University.

 

“I'm proud to have sponsored legislation that allows our public universities to enhance the game-day experience for fans while increasing revenue that can be reinvested in academic and athletic programs,” said State Sen. Sean McCann, D-Kalamazoo. “This law is a win for universities, students and our local economies.”

 

“Offering alcohol sales at public university stadiums creates new opportunities for us to connect with our community and showcase Michigan’s vibrant beer culture,” said Jim Warbritton, president of Rave Associates Inc. “We’re eager to contribute to making game days even more enjoyable for fans.”

 

Rave Associates Inc., based in Ann Arbor, is among the distributors providing beverages to the Big House at the University of Michigan.

 

With the fall football season in full swing, fans can look forward to an exciting experience that supports local economies and our state’s thriving beer industry.

 

This law allowing alcohol sales in college stadiums highlights the ways lawmakers can work with the industry, including the MB&WWA, to craft policy that responsibly expands consumer access to their favorite beverages.

 

This Dropbox folder has access to additional photos, including Spartan Stadium.

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As we close out the year, I’ve found myself reflecting on the milestones our industry has achieved and the people who made them possible. The skilled professionals who work in Michigan’s beer and wine distribution industry often start with a job that evolves into a long, fulfilling career with family-owned businesses deeply rooted in the communities they serve. Throughout 2025, the Michigan Beer & Wine Wholesalers Association was proud to share the stories of over 100 individuals from across our industry, including women leaders, logistics professionals, truck drivers, veterans, salespeople, and more. We posed a simple question: What do you love most about working in beer and wine distribution? Across each campaign, a clear theme emerged among the answers: the people. Michigan’s independent beer and wine distributors support more than 6,400 jobs statewide, and each one involves building relationships. Whether helping a new restaurant choose the perfect draft lineup or wine list, sharing knowledge about new products and trends, making a delivery, or supporting a team member through their first big sale, these individuals take pride in working together to help their business partners and communities thrive. They know that success in the beer and wine industry isn’t just about what’s in the bottle—it’s about the people behind it. Throughout the holiday season and beyond, beer and wine distributors bring commitment and expertise to every aspect of this fast-paced, constantly evolving industry. They help consumers access a wide variety of quality products that are often shared during life’s big and small celebrations, bringing people together through shared experiences and traditions. The camaraderie in this industry sets it apart, creating meaningful work built on collaboration, trust, and shared success. Michigan’s beer and wine distributors are always seeking talented individuals to join their teams. From marketing, finance, and sales to warehouse operations, truck driving, or other essential roles, there are many rewarding career paths to explore. We encourage anyone interested in a dynamic, people-focused industry to reach out to their local distributors and learn more about available opportunities. As we look ahead to a new year, the Michigan Beer & Wine Wholesalers Association remains committed to elevating and amplifying the remarkable work our distributors do. Their dedication turns everyday work into community impact and makes this industry truly exceptional. Spencer Nevins is the president of the Michigan Beer & Wine Wholesalers Association in Lansing.

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