A survey by Zappi found that nearly a third of 1,000 respondents pre-game to avoid high drink prices at venues. The average cocktail now costs about $13.61 nationwide, according to Technomic. Julie McCarthy told The Independent - Life she saw a tall can of black cherry White Claw sold for $20 at a Massachusetts concert venue.
Beer prices vary widely at MLB stadiums. According to Yahoo Sports, the cheapest beer at an MLB stadium in 2026 is at Coors Field, costing $3.08, while a beer at Angel Stadium costs $4.62. At Yankee Stadium, a beer costs $6.17, according to ESPN Radio 104.5 The Team. In contrast, a cold can at Nationals Park costs $15.40, per Yahoo Sports.
I saw that and thought, 'Wow, I'm really glad I pregamed.'
At Madison Square Garden, beers can cost between $15 and $20, according to a Reddit post. Suntory Global Spirits CEO Greg Hughes told The Independent - Life that the company has seen higher demand for its miniature bottles, as consumers gather at home before going out to stretch their dollar.
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.