Key takeaways
- Cost-of-living pressures mean people are increasingly drinking at home, instead of going out
- There’s also the rise of the ‘pre-game’ occasion: consumers enjoy a couple of drinks at home before going out in order to reduce their total bill
- Brands need to think specifically about this pre-game moment and treat it as a distinct occasion
Alcohol consumption has been steadily declining in recent years. It’s reached a 90-year low in the US: largely attributed to the drive towards health and wellness and moderate drinking.
But in 2026 there’s an increasingly important factor at play: money.
“Health and wellness are absolutely influential, especially among younger audiences, but finances are the more influential driver at present,” says Nataly Kelly, CMO at consumer insights company Zappi.
Cutting back
However, even with a rise in prices and a new focus on health and wellness, alcohol does remain ingrained in many consumers’ lives.
In fact, 49% of drinkers still say their consumption has remained the same, despite financial pressures.
But there’s now a marked shift in how and where they’re consuming alcohol. In fact, 67% of regular drinkers say they’ve made at least some lifestyle changes to manage alcohol costs.
That means they’re actively looking for trade-offs where they can still enjoy a drink... but without the same price tag as before.
Staying in
The first and most obvious tactic is to move entertainment from pricey bars and venues to the home.
In fact, 38% of drinkers say they’re now drinking more at home instead of going out, according to Zappi’s March survey of US consumers.
And what’s more, that’s clearly because of money: 40% of regular drinkers say rising alcohol prices affect their decision whether to go out or not.
But consumers are not necessarily shunning going out entirely. And that raises an increasingly important occasion: pre-game drinks.
Pre-drinking: the best of both worlds
Pre-game drinking is on the rise. In fact, it’s now one of the top money-saving tactics among US consumers.
This idea - have a cheaper drink or two at home before heading out - is a way that consumers can get the best of both worlds.
Drinks at home are cheaper to start with; and then consumers spend less when they do go out.
In fact, 30% of adults say they pre-drink to avoid paying venue prices.
“Nearly four in 10 consumers say they’re drinking more at home, and 39% say they buy fewer drinks once they arrive at venues after pre-drinking,” says Kelly. “Consumers still want the experience: they just want it on terms that feel more manageable.”
The death of the round?
Another top tactic consumers use to save money is to keep out of buying rounds: a practice that requires large chunks of cash to be spent at once (around 40% of price-conscious drinkers said they now avoid this obligation). Meanwhile, a third of these drinkers also switch to water or non-alcoholic drinks to keep costs down.
The key takeaway? Pre-game drinks is no longer reserved for students or party-goers: it’s a practice that is turning into a mainstream occasion.
RTD alcohol could be a winner here: with next to no preparation needed, these drinks are easy to pop in the fridge beforehand or convenient to bring to the host’s pre-game event.
Brands need to think carefully and deliberately about how to design products for this occasion and target them accordingly.
