An expansion to Breese Stevens Field’s alcohol license that will allow the sale of liquor at public events received the Madison City Council’s approval on Tuesday, according to the Wisconsin State Journal.
The change comes as beer and wine sales have slumped over the past two years with the rise in popularity of hard seltzers and other liquor-based drinks.
Previously, Big Top Events, which in 2019 signed a decade-long agreement to organize and host stadium events, was permitted to sell hard alcohol only to private gatherings.
Big Top must still apply to the city clerk’s office for a new liquor license, even with the council’s approval of the expansion.
