Inflation is reshaping where Americans drink. More than one in three drinkers now say they're drinking more at home instead of going out, driven by concern over venue prices and the cost of alcohol itself. The shift reflects a broader squeeze on discretionary spending, even as overall alcohol consumption in the US has reached a 90-year low.
The Home Advantage
According to consumer research from Zappi, 38% of drinkers report increased home consumption, and two-fifths of regular drinkers say rising alcohol prices directly influence whether they go out at all. Money has become the primary driver: while health and wellness concerns remain influential, especially among younger drinkers, financial pressure is now the more influential factor shaping consumption choices.
Despite these headwinds, nearly half of drinkers report that their consumption levels have held steady. Instead, 67% of regular drinkers say they've made lifestyle changes specifically to manage alcohol costs. The move to home drinking represents the most direct of these trade-offs.
The Rise of Pre-Gaming
A more surprising trend is the mainstreaming of pre-drinking. What was once a student practice is now a widespread money-saving tactic, with three in ten adults saying they pre-drink to avoid paying venue prices. The logic is simple: cheaper drinks at home, plus fewer purchases once at the venue.
Brands report that 39% of drinkers buy fewer drinks at venues after pre-gaming at home, while nearly four in ten now drink more at home overall. Pre-drinking is no longer reserved for party-goers; it's becoming a distinct consumption occasion that sits between home entertaining and night-life experiences.
Rounds and Substitution
Other cost-management moves include avoiding round-buying obligations, which require large upfront cash outlays. Around 40% of price-conscious drinkers now skip rounds entirely. A third also switch to water or non-alcoholic drinks to trim spending.
Ready-to-drink products stand to benefit from this shift. RTD formats require no preparation and are easy to stock beforehand or bring to pre-game gatherings. For brands, this moment demands deliberate product design and targeted marketing specific to the pre-game occasion, rather than treating it as incidental to traditional home or out-of-home consumption.