As the initial roll out of alcohol sales moves across the SEC, early numbers are coming in about how successful the new concession offerings are. Ole Miss had its first game of selling alcohol last week against Texas A&M.

The school reported selling 15,400 “units” of alcohol, according to a university spokesman, Brad Logan of the Clarion-Ledger and Hattiesburg American reported. Final details are still being gathered, but overall, Ole Miss is pleased at how the process was handled and the fans being responsible by both was relayed as “positive.”

Sales began when gates opened two hours before kickoff, and ended at the end of the third quarter. The Rebels sold a variety of domestic and imported beers and spiked seltzers.

When Ole Miss announced the plan to sell alcohol, interim AD Keith Carter said, “We expect this decision to help reduce incidents associated with overconsumption on gamedays. The athletics department will work hand-in-hand with other campus officials and within the guidelines of the SEC to ensure a safe and responsible environment for all fans.”

Added University Police Chief Ray Hawkins, “We expect in-stadium sales to reduce the temptation to pregame or sneak in alcoholic beverages. This sales plan should lead to more responsible consumption and reduce negative behavior in the stands.”

Beer will also be sold at The Pavilion at Ole Miss during the 2019-20 men’s and women’s basketball seasons, and will continue into baseball season.