Given the opportunity for the first time at a regular-season game, football fans bought $114,576 worth of beer at the Ole Miss-University of Memphis game Sunday afternoon.
Interim mayor Myron Lowery pronounced the new policy a success and said it will help the city recoup some of the costs of stadium improvements, although that number is in the millions and the projected revenue from beer for the season is $250,000.
With Sunday's successful beer kickoff, the city is 40 percent of the way to its beer goal.
Beer was sold at concession stands in plastic cups and by vendors in stands who poured canned beer into cups. Sales were halted after the third quarter and not allowed in student sections.