Americans are reviving their college habits of pregaming before heading to bars or concerts, as the cost of a single drink can now exceed $20. This trend, highlighted in a recent report, comes at a time when many are struggling with the rising prices of essentials like gas, groceries, rent, and utilities.
Survey Reveals Widespread Pregaming
According to a survey by consumer insights platform Zappi, nearly one-third of 1,000 respondents said they pre-drink to avoid purchasing expensive beers and cocktails 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 priced at $20 at a Massachusetts concert venue, prompting her to think, "Wow, I'm really glad I pregamed."
Increased Demand for Miniature Bottles
Suntory Global Spirits, the producer of Jim Beam and Maker's Mark, has observed higher demand for its miniature bottles, often called "nips" or "shooters." CEO 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."
Average Cocktail Prices Across the U.S.
Market-research firm Technomic reports that the average cocktail price nationwide is approximately $13.61, but in expensive cities like New York, costs are even higher. At Madison Square Garden, beers range from $15 to $20, while cocktails start at $25. A recent Reddit post about these prices prompted the user to declare, "Looks like I'll be pregaming elsewhere with these prices."
Baseball Stadium Beer Prices Vary Widely
Beer prices at MLB stadiums vary significantly. At Yankee Stadium, a beer costs as low as $6.17, up from 80 cents in 1976. At Nationals Park in Washington, D.C., a beer is $15.40, while at Fenway Park in Boston, it's $10.79. The cheapest beer in 2026 is at Coors Field in Colorado, costing $3.08, followed by Angel Stadium in Los Angeles at $4.62 and Chase Field in Arizona at $5.13, according to Yahoo Sports.
Broadway and Super Bowl Also Affected
High drink prices extend beyond sports. New York resident Alexis Candee said she makes 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 going to a bar. "In my 20s affordability was really the name of the game. But that's still the case now in my 40s," she told the Journal. Super Bowl attendees in 2025 faced drink prices upwards of $17, with a specialty "Voodoo Magic" drink costing $59.
Alcohol Brands Adapt to Trend
Alcohol brands like Diageo and Kendall Jenner's 818 are now packaging liquor in airplane-sized bottles for on-the-go drinking. Among Americans deterred by high drink costs, 41% opt for water or nonalcoholic beverages, while 37% choose to pre-game to avoid expenses, according to the Zappi poll.
