Purdy says ATL Pale Ale, a 5% ABV beer that will be sold for $5, is a part of the stadium’s “fan-first pricing” initiative—which is a trend that’s catching on with other teams as well. The beer’s price, which will match that of the macro options on tap at the stadium, ESPN noted in late August, “is roughly half of what [the four major North American sports] charge for craft beer on draft.” The program as a whole seems to be working, too. In addition to the other sports franchises following suit, ESPN says that even though “food prices—which included water, hot dogs, pretzels and unlimited Coca-Cola for $2 each—were 50 percent lower than at the Georgia Dome, fans spent 16 percent more.”

“They’re telling a story that’s powerful and no one has really done before,” Purdy says of the stadium’s bold pricing moves. “We’re just coming in and helping tell that story.”

Purdy estimates there will be 20 taps around the stadium that sell ATL Pale Ale and tallboy cans will eventually be stocked, too. The full list of placement details haven’t quite been finalized yet.

So, what makes this beer different from the other craft options in the stadium? In addition to the other Wild Heaven selections, Mercedes-Benz has stocked local beers from Athens’ Creature Comforts and Terrapin, and Atlanta’s Monday Night. Mostly, the difference is price. While other craft selections land in the $7-$9 range, ATL Pale Ale will be priced $5 for 12-ounce pours and $7 for 20-ounce pours.

“It was always meant to be less expensive than other craft beer in the stadium,” Purdy says. “Eventually, it landed where [we said], ‘Well, let’s actually see if we can make this the same price as the domestic light Lagers.”

Purdy says Wild Heaven saw the Pale Ale category as the best opportunity to shine in a venue with the size and demographics of Mercedes-Benz Stadium.

“We need to make a beer that’s approachable and easy enough for the non-craft drinker,” he says. “How do you do that, and at the same time deliver enough mouthfeel and flavor for the craft drinker? That’s threading the needle, big time.”