The Rose Bowl in Pasadena will sell alcohol at UCLA football games this season for the first time since 1989.
When the Bruins open their season against the Hawai’i Saturday, August 28, all fans 21 and older will be able to order from a selection of imported beers, domestic beers, red wines and white wines.
“We heard the fans loud and clear that this will enhance the gameday experience, which is always a priority,” the Alice and Nahum Lainer Family Director of Athletics Martin Jarmond said through a statement. “We’re excited to offer this expanded service and will implement mechanisms to promote responsible drinking so that the Rose Bowl will remain a safe and family-friendly environment for all fans.”
Previously, alcohol options were only available for guests in premium seating, but not for fans in general admission.
The stadium will impose a two-drink limit per transaction and the beverages will only be sold until the end of the 3rd quarter of the game.