Because the past year Iowa, and most other universities, hemorrhaged $$ during COVID. They were forced to finally go down the alcohol route. Of course that is what is driving it.Rebuttal would be if revenue wasn't the driving ship then why not do it in the past. Selling alcohol in Iowa venues isn't a new concept. I guess my opinion is had it happened any year other than the year after covid hit and Kinnick went empty I might believe it wasn't about making money. Not only from concessions, but beer sponsorships as well.