We’ve all noticed the crazy prices at bars and clubs for drinks. It’s getting out of hand. Bars are in a tough spot as people are drinking less and that’s affecting their revenues and profits, but cocktail and drink prices are getting out of hand, and that’s affecting consumer behavior as well.
Pregaming
In college, pregaming was a rite of passage. We all remember cheap vodka in a dorm room and a few beers before hitting the bars, all in the name of stretching a limited budget. Fast forward to 2026, and adults in their 30s, 40s, and beyond are dusting off that same strategy. Only this time, it’s not because they’re broke students. It’s because a single cocktail at a concert, bar, or theater can cost as much as an entire six-pack.
According to a recent Wall Street Journal report, rising alcohol prices at venues are pushing Americans back to an old habit: pregaming at home before heading out.
Sticker Shock at the Bar
The numbers tell the story. The average price of a cocktail in the U.S. now sits at $13.61, according to market-research firm Technomic. In big cities like New York, it’s often much higher — one Manhattanite mentioned a $36 vodka soda at a theater outing. At a Massachusetts concert venue, tall-can White Claws were going for $20.
For many, that’s simply too much. The WSJ article explains how Julie McCarthy, 31, now pregames before concerts and raves. After seeing those $20 cans, she was relieved she had already enjoyed drinks at home with friends. Another woman in her 40s makes four drinks at home for the price of one bar martini, and has started hosting “post-gaming” sessions at her apartment after nights out.
The Data Behind the Trend
A Zappi survey of 1,000 recent drinkers revealed that nearly one-third now predrink at home specifically to avoid paying high prices at venues. Among those whose decision to go out is influenced by cost, 41% have switched to water or non-alcoholic options, while 37% choose to pregame.
This trend goes far beyond anecdotes. Major spirits companies are seeing clear evidence of the shift in consumer behavior. Suntory Global Spirits, the owner of Jim Beam and Maker’s Mark, is reporting stronger demand for its miniature “nips.” Diageo has released its premium Don Julio 1942 extra añejo tequila in 50mL bottles, while Kendall Jenner’s 818 Tequila launched fashionable minis in 2025. At brands like ALB Vodka, sales of airplane-sized bottles more than tripled in the first quarter compared to the previous year, with the smaller 50mL formats significantly outselling larger sizes.
Consumers are embracing these mini bottles not only for convenient pregaming at home but also for sneaking alcohol into events. Reddit forums are packed with creative tips on hiding nips under clothes or in bags to get them past security at concerts and for stretching dollars on nights out along the Las Vegas Strip.
Why It Makes Financial Sense
Pregaming isn’t just about saving money on drinks. It’s part of a broader cost-consciousness affecting everything from groceries to entertainment. Many people still want to enjoy a night out, but they’re being strategic:
- Have a glass or two of wine at home before dinner.
- Sip whiskey on the couch before catching a cab.
- Picnic with hard seltzers and beers in the parking lot before a show.
What This Means for the Industry and Nightlife
This trend highlights a shift in how people socialize. Bars and venues may see fewer impulse purchases inside, while at-home consumption and smaller formats gain traction. For drinkers, it’s a clever hack that keeps the fun alive without breaking the bank.
It also shows that the college budgeting mindset never really left — it just evolved with age. In your 20s, affordability was everything. In your 30s and 40s? It still is.
Don’t Take This Too Far
As a guy, you need to be a little careful here. Pregaming with your friends is one thing. Also with a woman you’re already seeing and sleeping with. With women, make sure you know how to make some cool cocktails (check out our Drink of the Week series for some ideas and drink recipes).
But meeting up at a bar or restaurant for a drink is a key tactic for a single guy for easy dates. And while drinks are more expensive these days, buying a woman a few drinks at a first meet is a still a very inexpensive option in the grand scheme of things.
That said, the crazy drink prices might influence which bar you choose for that first meet.
