American adults are reviving the college tradition of pregaming before heading to bars or concerts, as drink prices now frequently exceed $20, according to a recent report. The inflated cost of cocktails and beer has become commonplace at a time when many Americans are struggling financially. The rising prices of necessities such as gas, groceries, rent, and utilities have prompted people to seek money-saving hacks.
Survey Reveals Pregaming Trend
Nearly a third of 1,000 people surveyed by Zappi, a consumer insights platform, said they pre-drink to avoid purchasing expensive beverages at venues. Julie McCarthy, 31, recalled pregaming with vodka in her dorm room during college and has now returned to the habit. She told the Wall Street Journal that she recently saw a tall can of black cherry White Claw sold for $20 at a Massachusetts concert venue. "I saw that and thought, 'Wow, I'm really glad I pregamed,'" McCarthy said.
Industry Impact
Suntory Global Spirits, producer of Jim Beam and Maker's Mark, has noted increased demand for miniature bottles, often called "nips" or "shooters." CEO Greg Hughes explained, "You're seeing consumers gathering at home or a friend's house before going out. They're trying to stretch the dollar by pregaming. You can see that's what's growing."
Average Drink Prices
According to market-research firm Technomic, the average cocktail costs about $13.61 nationwide, but prices are higher in expensive cities like New York. At Madison Square Garden, beers range from $15 to $20, while cocktails start at $25 and can be pricier. A Reddit post about these prices prompted the original poster to lament, "Looks like I'll be pregaming elsewhere with these prices."
Baseball Stadium Prices
Drink costs at baseball stadiums have risen sharply over the years. While a beer at Yankee Stadium costs as little as $6.17, it was just 80 cents in 1976, according to ESPN Radio 104.5 The Team. At Nationals Park in Washington, D.C., a cold beer costs $15.40, while at Fenway Park in Boston, it's $10.79, per Yahoo Sports. The cheapest MLB beer in 2026 is at Coors Field in Colorado at $3.08, followed by Angel Stadium in Los Angeles ($4.62) and Chase Field in Arizona ($5.13).
Broadway and Nightlife
Overpriced drinks extend beyond sports and concerts. New York resident Alexis Candee made a martini at home before seeing a Broadway musical to avoid a $38 vodka soda at the theater. She and her friends also have nightcaps at her apartment instead of at bars. "In my 20s affordability was really the name of the game," she told the Journal. "But that's still the case now in my 40s."
Consumer Responses
Alcohol brands like Diageo and Kendall Jenner's 818 have begun packaging liquor in airplane-sized bottles for on-the-go consumption. Among Americans who avoid bars or concerts due to high drink costs, 41 percent opt for water or nonalcoholic beverages, while 37 percent pre-game, according to the Zappi poll.
