PULLMAN, WA – Beer and wine will be available in general seating at Washington State University’s Martin Stadium during Cougar football games for the first time, following approval of a one-year pilot program by the Washington State Liquor and Cannabis Control Board (WSLCB).

The decision, made during a Wednesday board meeting, allows alcohol sales beyond the premium seating areas, starting with WSU’s season opener against the University of Washington on September 20. Student sections will remain alcohol-free.

Under the program, concession stands will limit sales to two drinks per transaction, and servers will strictly check IDs to prevent sales to minors. Beer will be served in 16-ounce clear plastic cups, and wine in 9-ounce clear plastic cups. The stadium will not allow guests to exit and re-enter while carrying alcohol. Sixteen fixed and portable points of service will be set up in the general admission area, with no beer gardens proposed for the 2025 season.

Aramark, which took over as WSU’s sole service provider and Sports Entertainment Facility licensee in 2024, submitted the request in collaboration with the university. The company provided data from the 2024 football season and letters of support from WSU administration, campus police, and the Pullman Police Department.

The WSLCB cited improvements Aramark made last season, including securing pre-game areas, ensuring servers were properly certified, and maintaining open communication with enforcement officials. Additional safety measures for the pilot program include a “no re-entry” policy, elimination of pre-game alcohol service at Hollingbery Fieldhouse, increased security staffing, and clear alcohol enforcement in student sections.

The pilot program will be re-evaluated after one year to assess public safety and determine whether alcohol service in general seating should continue.