American adults are increasingly turning to pregaming—drinking before heading out—as the cost of a single cocktail or beer at bars and venues can now exceed $20, according to a recent report. The trend mirrors college habits, driven by soaring prices for necessities like gas, groceries, rent, and utilities, leaving many seeking ways to save money.
A survey of 1,000 people by consumer insights platform Zappi found that nearly a third pre-drink to avoid buying expensive drinks at venues. Julie McCarthy, 31, told the Wall Street Journal she recently saw a tall can of black cherry White Claw sold for $20 at a Massachusetts concert, prompting her to say, 'Wow, I’m really glad I pregamed.'
Suntory Global Spirits, producer of Jim Beam and Maker’s Mark, has noted increased demand for miniature bottles, or 'nips.' CEO Greg Hughes said, 'You’re seeing consumers gathering at home or a friend’s house before going out. They’re trying to stretch the dollar by pregaming.'
Average cocktail prices nationwide are around $13.61, but in cities like New York, costs are higher. At Madison Square Garden, beers range from $15 to $20, and cocktails start at $25. A Reddit user lamented, 'Looks like I’ll be pregaming elsewhere with these prices.' Even at baseball stadiums, prices have risen sharply: a beer at Yankee Stadium cost 80 cents in 1976 but now averages $6.17; at Nationals Park in Washington, D.C., it is $15.40.
Some consumers opt for non-alcoholic drinks instead. The Zappi poll shows 41% of those deterred by high prices choose water or non-alcoholic beverages, while 37% pre-game. Brands like Diageo and Kendall Jenner’s 818 now package liquor in airplane-sized bottles for on-the-go consumption.
