American adults are increasingly reverting to the college habit of pregaming before heading to bars, concerts, or sporting events, as the cost of a single drink can now exceed $20, according to a recent report.
Rising Costs Drive Pregaming Trend
The inflated price of cocktails and beer has become standard at a time when many Americans are struggling financially. The cost of essentials such as gasoline, groceries, rent, and utilities has also surged, prompting consumers to seek ways to cut expenses. A survey of 1,000 people conducted by Zappi, a consumer insights platform, found that nearly one-third pre-drink to avoid purchasing expensive beverages at venues.
Julie McCarthy, 31, recalled pregaming with vodka in her dorm room during college. She has recently resumed the practice after spotting a tall can of black cherry White Claw being sold for $20 at a concert venue in Massachusetts. “I saw that and thought, ‘Wow, I’m really glad I pregamed,’” McCarthy told the Wall Street Journal.
Miniature Bottles See Increased Demand
Suntory Global Spirits, the producer of Jim Beam and Maker’s Mark, reports higher demand for its miniature bottles, often called “nips” or “shooters.” Chief Executive Greg Hughes noted, “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.”
According to market-research firm Technomic, the average cost of a cocktail nationwide is approximately $13.61. However, in pricier cities like New York, the cost is significantly higher. At Madison Square Garden, beers range from $15 to $20, while cocktails typically start at $25 and can be more expensive, as highlighted in a recent Reddit post where the original poster lamented, “Looks like I’ll be pregaming elsewhere with these prices.”
Stadium Drink Prices Vary Widely
Drink costs at stadium events have escalated over the years. At Yankee Stadium, a beer costs as little as $6.17, but in 1976, it was just 80 cents, according to ESPN Radio 104.5 The Team. At Nationals Park in Washington, D.C., a cold beer runs $15.40, while at Fenway Park in Boston, it costs $10.79, per a Yahoo Sports compilation. The cheapest MLB beer in 2026 is at Coors Field in Colorado, where it costs $3.08, followed by Angel Stadium in Los Angeles ($4.62) and Chase Field in Arizona ($5.13).
Super Bowl attendees have also complained about drink prices, which come on top of expensive tickets. In 2025, drinks at the event were sold for up to $17, with a specialty “Voodoo Magic” drink costing $59.
Broadway and Nightlife Affected
Overpriced drinks are not limited to sports and concerts. New York resident Alexis Candee prepares a martini at home before seeing a Broadway musical to avoid paying $38 for a 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 said. “But that’s still the case now in my 40s.”
Alcohol brands have noticed the trend. Diageo and Kendall Jenner’s 818 have started packaging liquor in airplane-sized bottles for on-the-go consumption.
Alternatives to Drinking Out
Among Americans who avoid bars or concerts due to high drink costs, 41 percent opt for water or nonalcoholic beverages instead, according to the Zappi poll. However, 37 percent choose to pre-game to sidestep the expense.
