Exclusive Pouring Rights

U-M has selected Coca-Cola as its exclusive university-wide beverage supplier. The decision was shared with the U-M Board of Regents on May 21.

U-M’s Pouring Rights Evaluation Committee assessed bids from several beverage suppliers. Coca-Cola’s proposal demonstrated the most comprehensive value for U-M, and as a result the committee put forth a recommendation to award an exclusive beverage contract to Coca-Cola.

Procurement Services is now engaged in final contract negotiations with Coca-Cola and a multi-year pouring rights and sponsorship agreement is expected to be signed in the near future. The agreement will cover UM-Ann Arbor (including athletic venues), UM-Flint, UM-Dearborn, and Michigan Medicine.

Coca-Cola products, including fountain, bottled, and canned beverages, are available now at most U-M System locations. Locations will transition to Coca-Cola and partner brand products (pictured below) over the next several months.

Coca-Cola and bottler partner brands

Click to view Coca-Cola’s Michigan sizzle reel!

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FAQ

What are “pouring rights?”

Pouring rights refer to an exclusive agreement between an organization and a beverage company, granting that company the sole right to sell, serve, and advertise its products at designated locations, such as university dining facilities, hospitals, events, and vending operations at U-M.

What beverage companies were considered for the agreement?

The U-M Pouring Rights Evaluation Committee assessed bids from Coca-Cola, Keurig Dr. Pepper, PepsiCo, and Red Bull.

Who was on the evaluation committee?

The evaluation committee comprised representatives from the Ann Arbor, Dearborn, and Flint campuses: Athletics, Dining, Michigan Medicine, Procurement Services, Student Life, Corporate and Foundation Relations, Office of the Provost, and Office of Campus Sustainability. The Law School, Medical School, Ross School of Business, and School for Environment and Sustainability were also represented, ensuring a broad perspective and consideration of the diverse needs of the university community.

How does the pouring rights agreement benefit U-M?

The agreement will offer value across U-M in several ways, including direct sponsorship funding, student scholarships, internships, and ambassadorships, support for sustainability initiatives and nutrition programs, enhanced customer service, streamlined beverage operations, and updated equipment.

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