DENVER -- Two graduates of the University of Colorado said they are pushing a new product developed to sneak booze into sporting events and concerts.

It's called the Booze Belly, and its makers, Leeds School of Business grads Peter Tanoury and Peter Engler, said they hope it becomes successful at CU and other college towns.

Basically a rubber flask that can be strapped around people's stomachs, the Booze Belly is sure to alarm university officials.

"If it gets to the point where people are getting screened by security specifically for our product, that would be a good problem -- not a bad one," Tanoury told the Boulder Daily Camera.

The pair introduced the Booze Belly a little more than a month ago. It holds about 25 ounces and retails for $12.95.

"It definitely works," Nick Mitchell, a recent CU grad told the Camera. Mitchell said he has used the Booze Belly to sneak drinks into Coors Field and Invesco Field at Mile High.

"It's simple and easy, and it makes the game more bearable because you're not getting hung over by half time," Mitchell said.

Cmdr. Tim McGraw, of the CU Police Department, said there is nothing new about the Booze Belly.

Officers have caught students trying to sneak in alcohol ever since beer sales were cut off more than a decade ago, he said.

"We're trained to know the difference between gregarious versus inebriated, and if someone smells like alcohol, they will be looked at more closely," McGraw said.

Last week, the CUPD said it kicked out 65 people from the game against West Virginia, including 43 for alcohol related offenses.

McGraw said fans should assess the risk of trying to sneak alcohol into the games. Those who do get caught will be forced to throw away both the beverage and the container, be ejected from the game and underage offenders could face legal ramifications. Students would be sent to judicial affairs hearings.

But both Tanoury and Engler said they see demand for their product and think it will grow in popularity.

"People have been (sneaking in alcohol) for a long time -- from mini bottles to flasks and other innovations," Tanoury said. "We are just making a product that people want."