Rising Drink Prices at Entertainment Venues Lead to More Pre-Event Drinking Among US Adults

Apr 24, 2026, 11:29

Introduction

A growing number of American consumers are choosing to drink alcohol at home before going to concerts, sports events, and theater shows. This practice is commonly called ''pregaming.'' The change in behavior is due to the rising cost of alcoholic drinks at these venues, where prices can be over $20 per drink.

Main Body

The trend is documented by a survey conducted by Zappi, a consumer insights platform, which found that nearly one-third of 1,000 respondents reported pre-drinking to avoid high venue prices. Individual accounts support this data. Julie McCarthy, a 31-year-old, described seeing a $20 can of White Claw at a concert in Massachusetts, which confirmed her decision to pregame. Similarly, Alexis Candee, a New York resident, prepared a martini at home before a Broadway show to avoid paying $38 for a vodka soda at the theater. Industry data shows a change in consumer buying habits. Suntory Global Spirits, which produces Jim Beam and Maker’s Mark, reported increased demand for miniature bottles, also known as ''nips'' or ''shooters.'' CEO Greg Hughes noted that consumers are gathering at home before going out to save money. Furthermore, brands like Diageo and Kendall Jenner’s 818 have introduced small liquor bottles for on-the-go drinking. Price data from market-research firm Technomic shows the average national cocktail cost is about $13.61, with higher prices in cities like New York. At Madison Square Garden, beer costs between $15 and $20, and cocktails start at $25. For comparison, at Yankee Stadium in 1976, a beer cost $0.80, while today the lowest price is $6.17. Across MLB stadiums, prices vary widely: Coors Field sells beer for $3.08, while Nationals Park charges $15.40. At the 2025 Super Bowl, drinks were sold for up to $17, with a specialty cocktail priced at $59. The Zappi survey also found that among those who avoid high drink costs, 41% choose water or non-alcoholic drinks, while 37% choose to pregame.

Conclusion

The combination of high drink prices at entertainment venues and general inflation on household budgets has led to a clear increase in pre-event drinking. Both consumers and alcohol producers recognize this trend, and producers are changing their products to meet demand. The data and personal stories suggest that this practice may be a long-term change in behavior, not just a temporary reaction.

Vocabulary Learning

consumer insights
Information and data about consumer behaviors, preferences, and trends, used to guide business decisions.關於消費者行為、偏好和趨勢的信息和數據，用於指導商業決策。
Example:The survey was conducted by Zappi, a consumer insights platform, to understand drinking habits.
household budgets
The amount of money a family or individual plans to spend on living expenses over a period.家庭或個人計劃在一段時間內用於生活開支的金額。
Example:Inflation on household budgets has contributed to the rise in pre-event drinking.
miniature bottles
Very small bottles of alcoholic drinks, often single-serving size, also called nips or shooters.非常小的酒精飲料瓶，通常為單份量，也稱為小瓶裝或一口杯。
Example:Suntory Global Spirits reported increased demand for miniature bottles as people pregame at home.
on-the-go
Designed to be used or consumed while traveling or moving around; portable.設計為在旅途中或移動時使用或消費的；便攜的。
Example:Brands have introduced small liquor bottles for on-the-go drinking before events.
pregaming
The practice of drinking alcohol at home before going to an event or social gathering.在參加活動或社交聚會前在家喝酒的習慣。
Example:Many Americans are pregaming to avoid high drink prices at concerts and sports events.

Sentence Learning

This practice is commonly called ''pregaming.''
Passive voice: 'is called' focuses on the action (naming) rather than who does it. This is common in formal reporting to emphasize the subject (the practice).被動語態：'is called' 強調動作（命名）而非誰執行。這在正式報導中常見，以突出主語（這種做法）。
The change in behavior is due to the rising cost of alcoholic drinks at these venues, where prices can be over $20 per drink.
Relative clause with 'where': it adds extra information about the venues, describing the location of the high prices. This helps organize the idea by linking cause and context.關係從句 'where'：補充說明場地的信息，描述高價格的地點。這有助於組織觀點，連接原因與背景。
Julie McCarthy, a 31-year-old, described seeing a $20 can of White Claw at a concert in Massachusetts, which confirmed her decision to pregame.
Relative clause with 'which': it refers back to the whole situation (seeing the expensive drink) and explains the result. This structure adds a logical consequence.關係從句 'which'：指代整個情況（看到昂貴飲品）並解釋結果。此結構添加邏輯後果。
Similarly, Alexis Candee, a New York resident, prepared a martini at home before a Broadway show to avoid paying $38 for a vodka soda at the theater.
Linking word 'Similarly': it shows a comparison between two examples (Julie and Alexis). This helps organize ideas by showing parallel situations.連接詞 'Similarly'：顯示兩個例子（Julie 和 Alexis）之間的比較。這有助於組織觀點，展示相似情況。
For comparison, at Yankee Stadium in 1976, a beer cost $0.80, while today the lowest price is $6.17.
Linking word 'while': it contrasts two different time periods (1976 vs. today). This structure clearly shows a contrast in prices.連接詞 'while'：對比兩個不同時間段（1976年 vs. 今天）。此結構清晰顯示價格對比。