Beer sales to the general public will no longer be offered at the Coors Events Center for University of Colorado basketball games, bringing Colorado's policy for beer sales at basketball games in line with the rest of the Big 12 Conference schools.
The beer ban is expected to cost the CU athletic department as much as $80,000 a year in lost revenue.
This also has to be painful for Coors, not being able to sell their water-down, hops-less, beer-like beverage at their own Events Center. Somehow Coors Light took 4th place in the dubious Consumer Reports light beer taste test.
A representative for Coors Brewing Co. said Tuesday the company "respects" CU's decision to stop selling its products and other beer at the events center, which earned its name in 1990 following a $5 million gift from the Adolph Coors Foundation.
CU spokesman Bronson Hilliard said the decision to stop beer sales at the center will not affect a nearly $1.3 million sponsorship agreement between Coors and CU.
The agreement grants Coors the right to claim "exclusive malt beverage sponsorship of CU" through 2011, although it does not make Coors the sole provider of beer at CU events.
Beer will still be available for private groups. Mmmm, sweet private group beer. Too bad it's Coors.
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