Beer has never been sold for general consumption at Mountaineer Field, although it's been served in the private, individually leased suites at the stadium since 1994.
Luck said many college stadiums, including all of WVU's Big East counterparts, already sell beer in some capacity. Louisville even sells hard liquor in a nod to Kentucky's bourbon-making heritage, but Luck said he would not propose liquor sales at WVU.
Luck said he's also considering creating family friendly sections in the stadium like Louisville, a change that could be in place the start of the season.
Sodexo has handled WVU's concessions for at least seven years, and Luck said there's nothing in the contract that would prevent adding beer sales. Sodexo would be responsible for training employees and ensuring that consumers are at least 21.
Sodexo did not immediately return messages Thursday, but Luck said the company would not have hawkers in the stands, and it would not set up sales near the student seating sections.
Many other details, including which beer maker would get pouring rights, limits on individual purchases and the mechanics of verifying IDs, have yet to be worked out. As the vendor and license holder, however, Sodexo would bear the legal liability and has the right to refuse service to anyone.
Sodexo already sells beer in other college stadiums, including the Universities of Connecticut and Pittsburgh, and operates a designated driver program. Fans who sign up as the sober person in their party are rewarded with a free hot dog or soda, or some other small incentive.
The price for a 16-ounce beer isn't set, but Luck said most athletic venues around the country sell them for $7 or $8, so he would consider anything in the $6-9 range "very reasonable.'' The higher prices, he noted, would also be a limiting factor on consumption.
Luck said he's not proposing beer sales be allowed at the Coliseum, WVU's basketball venue, because there is neither the history of bad behavior there nor a similar dynamic like tailgating.
"Going to almost any college game has become an all-day event for people,'' he said, so access to alcohol is more important to football fans.