When the Coliseum finally re-opens to USC fans this fall, they’ll be able to toast their long-awaited return with an adult beverage.
The university’s athletic department announced Thursday it will expand beer and wine sales to all fans this upcoming season for the first time since 2004, when USC followed up a national championship season with a ban on the sale of alcoholic beverages in an attempt to curtail bad behavior in the stands.
An end to that 17-year prohibition had been in the works since before the outset of the pandemic, as USC searched for ways to improve the game-day experience at the Coliseum.