But some things only come once, like the 100th Anniversary of the Harvard/Yale game two years ago. "That weekend was one of the singlest biggest selling weekends we've ever had in our history," recalls Brause.
Manager of the Yankee Spirit Shop in New Haven Edward L. Clark says, "It's going to be a big beer weekend. Schnapps and brandies are pretty popular drinks, too. It's the proof that keeps 'em (the spectators) warm, supposedly."
Harvard Square liquor stores are equaly successful when The Game is in Cambridge. According to Harvard Provision Company manager John Watrous, Pro sales go off the chart during the Harvard/Yale game when it is played at home.
Thanks to a harsher drinking policy recently instituted at Yale only Yalies 21 and older, who have a specially issued I.D. sticker can drink legally on campus. Even so, underage students say getting by the standard double I.D. requirement and obtaining alcohol is no problem.
"Half of Yale will be totally trashed. This year, they're carding all over," says Alan C. Lo, a Yale junior, but he adds, "Most people just use a fake I.D. and get by."
As one Harvard freshman says, looking forward to his first Yale game, "If God had meant us to be sober, he wouldn't have invented The Game!