A new report shows more American adults are drinking at home before heading out to bars, concerts, or sporting events — largely to avoid sky‑high drink prices at venues. According to a survey by consumer insights firm Zappi, nearly one‑third of adults say they pregame to keep costs down.
With cocktails now averaging more than $13 nationwide — and soaring past $20 at concerts, arenas, and major city bars — many people say the math just makes sense. One concertgoer told the Wall Street Journal they were relieved to have pregamed after spotting a $20 canned cocktail at a live show.
Cocktails have become so expensive that adults are going back to a college favorite – pregaming. About one third of adults are now choosing to have an extra drink at home before heading out. pic.twitter.com/P8OATwULS1
— CBS Evening News with Tony Dokoupil (@CBSEveningNews) April 23, 2026
The trend isn’t just anecdotal. Liquor companies say they’re seeing increased demand for mini bottles and at‑home options, as more people gather with friends before heading out. It’s a throwback to college days, but this time it’s driven by inflation, rising living costs, and expensive nights out.
Bottom line: for many adults, pregaming isn’t about partying harder — it’s about stretching a dollar before stepping into a $20‑a‑drink world.
