Fans attending sporting and entertainment events at major stadiums and arenas around the country used to be limited predominantly to beer for their beverage alcohol options at concession stands. But in recent years, the venues, concession operators, and marketers themselves have been working to showcase wine more broadly at the stands, as well as in suites, clubs, and stadium restaurants. The moves have been enthusiastically embraced by fans, and it’s expected that wine’s place at ballparks and arenas will continue to grow in importance.
“There’s an emerging opportunity for wine to play a more significant role at sporting events,” says Alexis Kirkland, vice president of marketing at Treasury Americas, whose 19 Crimes brand was recently named the official wine partner of the mixed martial arts organization UFC in the United States. “Wine represents an opportunity to diversify and enhance the overall fan experience. By introducing wine selections, sporting venues can cater to a broader range of tastes and preferences and increase revenue streams.”
Some venues have been more progressive about wine than others. Aaron LaMotte, vice president of supply management for Sodexo Live—which manages concessions for the likes of the Seattle Mariners at T-Mobile Park, the Indianapolis Colts at Lucas Oil Stadium, and the New Orleans Saints at the Caesar Superdome—says his company has had a focus on wine for 20 years, and the category accounts for about a third of Sodexo’s beverage alcohol sales at the venues. Wine’s advancement in these spaces is “directly correlated to our customers’ expectations,” says LaMotte, who’s also a certified sommelier. “People don’t attend sports events just for the games themselves, but to have an overall experience. Part of that overall experience is becoming more about wine.”
Indeed, even premium wine is making inroads at ballparks and arenas. Historically, value wines have been featured at concession stands while more premium pours have been reserved for higher-ticket areas of the stadiums. “Today, the diversification of beverage offerings in all seating areas of a venue caters to a wider range of tastes and preferences among patrons, many of whom may prefer wine or spirits to beer,” says Rachel Herpich, director of design and development at Aramark Sports + Entertainment. “As venues increase the availability and variety of premium wine offerings on their menus, it will provide added value to guests.”
Getting Into The Lineup
Perhaps one of the biggest commitments to wine service made by a stadium or professional team recently was the appointment of sommelier, educator, and author Evan Goldstein as master sommelier for the San Francisco Giants in 2022. According to Jason Pearl, chief revenue officer for the team, the partnership has resulted in a wider offering of some 40 wines for fans as well as special events at Oracle Park that showcase wine and food pairings. “At the base level, Evan works with our concessionaire to come up with a wine offering at various levels of the ballpark that meets the needs of our fans and also provides a good representation of the local wine region,” says Pearl, noting that Goldstein is a life-long Giants fan.
The wine selection for general admission patrons at Oracle Park ranges from 187-ml. plastic bottles of Barefoot ($12) to 750-mls. of Silver Oak Alexander Valley Cabernet Sauvignon, poured into a collectible plastic carafe and served with two plastic, stemless wine cups for $110. Selection in the park’s suites and clubs can run even higher, Pearl says, as well as at more than a half dozen dedicated bars around the stadium. Oracle Park also features the Vintage ’58 wine bar on the main concession level.
Goldstein has also led a number of wine tasting events for season-ticket holders, Giants players and their families, and various marketing partners. In March, Goldstein led a tasting of Sonoma County wines as part of the team’s annual Fanfest. “Evan is really good about talking about our wines but also about how they pair with ballpark food,” Pearl notes. This season the ballpark sales staff is beginning to suggest those recommendations at the point of sale, he says, as “Evan’s role with us is evolving.” Pearl adds that Goldstein has also worked with the team in identifying wines to incorporate into special events held as part of regularly scheduled games such as Portuguese wines for Portuguese Heritage Night.
In addition to the partnership with Goldstein, the Giants teamed up with the Sonoma Valley Vintners Association last season in an effort to showcase the region’s wines at the stadium. Among the wineries featured are Kosta Browne, Paul Hobb’s Crossbarn, and Gary Farrell. “We’ve leaned into wine because our fans—as well as tourists—want it,” says Pearl. As a result, the stadium has created more points of sale for wine at Oracle Park in recent years, he notes, while overall wine sales have also been on the increase.
Elsewhere in San Francisco, Chase Center—home to the NBA’s Golden State Warriors—offers more than 100 wines as part of a program developed by a team that includes master sommelier Peter Granoff and Brooke Lieberwitz, beverage director at concessionaire Bon Appétit Management Co. A courtside wine lounge features an extensive list of California labels, as well as a tasting area designed for local vintners to provide samples to fans during games.
Concessionaire Commitment
Inroads in wine service at arenas and stadiums wouldn’t be possible without the commitment of the venues’ concession operators. Sodexo’s LaMotte says that efforts by concession contractors to improve the quality and breadth of wine poured at the venues reflects the changing demands of fans. “Now that people expect to have a dining experience inside sports and entertainment facilities, we’re attempting to grow with that,” he says. While premium wine selection at upscale stadium eateries is expected, fans today are also looking for easier access to wine throughout the ballparks as “wine is an important part of the whole dining experience,” LaMotte notes.
For its part, Sodexo works to incorporate locally produced wines and spirits at the stadiums it manages. At T-Mobile Park, for example, Washington’s Chateau Ste. Michelle wines are widely featured. “We have a variety of different serving sizes because our customers have a variety of desires,” says LaMotte, with wines poured from 187-ml., 375-ml., and 750-ml. bottles. While glasses are utilized in the stadium’s suites, in the general admission space, wine is poured into clear, stemmed wine cups for safety reasons. Prices start at about $8 a serving and reach into the “hundreds of dollars” for fine wines in magnums. New this season at T-Mobile Park is “frosé slushies.”
In keeping with Sodexo’s interest in working with local purveyors, at Lucas Oil Stadium, the concessionaire has partnered with Indianapolis’ St. Elmo’s Steak House in creating wine lists for clubs and suites. More than two dozen Indiana wines are also poured at the stadium. Wine offerings at Caesar’s Superdome, meanwhile, will be enhanced significantly for next year’s Super Bowl, LaMotte says. “We’ll have a very broad spectrum of offerings,” he reveals, including an enhanced by-the-glass program and “bottles for sale in multiple sizes across many spaces and price points.”
Aramark has also been focused on more premium wine service at the venues it manages. At Philadelphia’s Wells Fargo Center—home to the NHL’s Flyers and NBA’s 76ers—the concessionaire and Starr Restaurants have partnered on Adrian, an upscale tavern, with a wine list that ranges from the 2020 Castello Banfi Pinot Grigio ($50 a 750-ml.) to the 2021 Caymus Napa Valley ($325).
Premium wine service is only expected to grow at Aramark sports and entertainment venues. Late last year, the company launched its Aura platform of premium hospitality for stadiums and arenas, with the opening of the renovated Agave Club at the Frost Bank Center, home to the San Antonio Spurs in Texas. According to Herpich, “elevated offerings by the glass and bottle, wine flights, and food pairings are an integral part of the Aura wine strategy.” Premium service is also a component, with pre-shift staff training that includes wine and pairing education.
Winning Attitude
In addition to the venues and the concession operators, steadfastness from wine marketers in expanding the products’ presence in stadiums is key to the expansion. “19 Crimes is continually seeking innovative ways to introduce new consumers to the brand, and the partnership with UFC demonstrates our interest in expanding our presence in sports events and programming,” Kirkland says. As part of the deal with UFC, 19 Crimes will be promoted via “in-octagon signage” at five events this year. The Australian wine was also available in the VIP section of the UFC APEX for Fight Night 240 earlier this year.
Copper Cane Wines & Provisions has also experienced increased brand awareness upon introducing their wines in stadiums and arenas. “We have a handful of sports teams we’ve got sponsorship deals with,” says Copper Cane owner Joe Wagner. “The main purpose is to raise awareness and trial to support our brands while consumers enjoy the experience with not only wine, but the elevated beverage and food experiences we see in stadiums. We see this as another channel to put our brands in people’s hands. It provides great marketing opportunities in what some may not think of as typical wine-drinking occasions.” Most of the brands under the Copper Cane umbrella are currently being offered in various venues, and Wagner adds that sales of Copper Cane wines are pretty similar during both concerts and sporting events. As for the different sales points within the stadiums, “you often see different offerings in the clubs and suites vs. general concession areas, so there’s really something for everyone.”
Gallo, meanwhile, took a major step in aligning with sports fans in 2022 when it was named the official wine sponsor of the NFL. Under the multi-year agreement, Gallo was awarded opportunities for local team activation, on-site presence at events, and broadcast and digital content throughout the NFL season. Top-selling Barefoot has kicked off the partnership, which included participation in last year’s “Super Bowl Experience” in Las Vegas, but according to vice president of marketing Beth Orozco, “we absolutely plan to bring our other brands into the partnership.” Overall, the agreement is intended to grow awareness of wine among football fans. “We need to build occasions for wine,” she adds. “For those who enjoy wine and football, this is an opportunity to build those occasions both on-site and off-premise.”
Orozco says that while wine has made inroads in stadiums and arenas, “there’s still a ways to go. The traditional thinking that wine belongs at the dinner table is absolutely true, but we have to meet consumers where they are, and show up in ways to make it easy and fun.” Others agree that wine’s place at the venues is only starting to take hold. Pointing to the share that wine has gained in the last 10-15 years, LaMotte says, “I don’t see any trajectory but up. People’s palates are becoming more sophisticated. Ballgames are becoming less about beer and hot dogs, and more about restaurant-type experiences. In that space, wine has no place to go but up.”