The Washington State Liquor and Cannabis Board voted unanimously Wednesday to approve a one-year pilot program allowing beer and wine sales in the general seating areas of Martin Stadium during Washington State University football games.

This decision marks the first time alcohol will be sold outside of the premium seating of the stadium, a choice WSU officials say will improve both safety and the fan experience. The pilot will not include the student section.

“When done responsibly, it can enhance the fan experience without jeopardizing safety,” board chair Jim Vollendroff said during Wednesday’s meeting.

Up until now, alcohol at Martin Stadium has been limited to suites and club-level seating. WSU and its food service partner, Aramark pushed for boosted sales, additionally pointing to studies and experiences at other universities where in-stadium alcohol being available was linked to fewer alcohol related incidents. At another eastern NCAA conference football stadium that Aramark manages, they claim arrests decreased by 22% and ejections by 27% after the approval of beer and wine sales inside the stadium.

The University of Washington implemented a similar policy in 2021, part of a larger national trend among college athletic programs.

With the approved plan, beer and wine will be sold at select concession stands in clearly marked cups. Alcohol sales will likely conclude at the end of the third quarter, similar to other college football stadiums that already serve alcohol. Additional safety measures include an increased security-to-guest ratio and the end of alcohol services at the Hollingbery Fieldhouse pregame gatherings.

The Liquor and Cannabis Board is expected to issue its formal approval letter within 24 hours. That timeline should allow sales to begin as soon as the Apple Cup on Sept. 20 at Martin Stadium.

WSU Athletics has shaped the pilot as an opportunity to make the Coug gameday a more modern experience while maintaining safety as a top priority.