Nearly a third of Americans are resorting to pregaming before heading to bars or concerts, as drink prices at venues can now exceed $20, according to a new survey. The rising cost of living, including essentials like gas and groceries, has prompted many to seek ways to save money on nights out.
The survey, conducted by consumer insights platform Zappi, found that 37% of respondents pre-drink to avoid buying expensive beers and cocktails. One respondent, Julie McCarthy, 31, recalled seeing a can of black cherry White Claw sold for $20 at a concert in Massachusetts. 'I saw that and thought, “Wow, I’m really glad I pregamed,”' she told the Wall Street Journal.
Suntory Global Spirits, the producer of Jim Beam and Maker’s Mark, has noted increased demand for miniature bottles, often called 'nips' or 'shooters.' Chief Executive 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.'
The average cocktail costs about $13.61 nationwide, but prices are higher in cities like New York. At Madison Square Garden, beers range from $15 to $20, and cocktails start at $25. At Yankee Stadium, a beer costs $6.17, up from 80 cents in 1976. Other stadiums also charge high prices: $15.40 at Nationals Park in Washington, D.C., and $10.79 at Fenway Park in Boston.
Some Americans opt for non-alcoholic drinks instead. The Zappi poll revealed that 41% of those deterred by high drink prices choose water or soft drinks. However, pregaming remains a popular cost-saving strategy, with brands like Diageo and Kendall Jenner’s 818 now packaging liquor in airplane-sized bottles for on-the-go consumption.
