Thursday night’s loss to South Florida sealed the deal on a winless season for the UCF Knights, who are just two years removed from a Fiesta Bowl victory over Baylor.

It got so bad this season that a local Orlando bar offered free beer during games until the Knights won. They didn’t, but the bar’s marketing idea was genius.

ESPN commentators Joe Tessitore and Jesse Palmer talked ‘Bar Management 101’ during Thursday’s broadcast in Orlando, leading to Palmer’s expert — and hilarious — analysis:

“Listen, girls don’t want to drink beer … they want vodka sodas, rum and cokes,” Palmer said. “That stuff ain’t cheap. Then they’re going to stay afterwards because they’re having a good time, maybe some of the guys are picking up. That’s bar management 101. That’s a brilliant strategy.”

(h/t @RedditCFB)