Young People Are Drinking Less At Concerts & The Reason Why Is Pretty Obvious, Right?

Luke Combs
Amy Sussman/Getty Images

Who wants to pay $15 for a beer these days?

Inflation has been a hot topic recently, as the prices on everything from groceries to housing have hit the budgets of just about everybody.

And of course that means people have less money for concerts.

Billboard recently reported that young people are drinking less when they go out to see a live show, and it’s an issue that’s particularly hurting smaller venues that rely on alcohol sales as the bulk of their revenue.

According to one venue owner, revenue on alcohol dropped by up to 25% for shows aimed at a younger audience compared to those shows that attracted an older crowd. And another venue president attempted to blame the drop in revenue on young people who are…taking edibles instead.

“One of the big trends we’re seeing is that Gen Z doesn’t drink as much. They’re either eating edibles before they come or there’s more of a sober, mental health [focus].”

Now obviously this isn’t entirely wrong. Alcohol consumption has been on the decline among the younger generation, and marijuana use has been increasing as it’s becoming legal for recreational use in more and more states.

But it seems like that explanation ignores one big factor that everybody seems to believe is a major reason that younger people aren’t drinking as much at concerts: It’s too damn expensive.

I went to a concert at Bridgestone Arena here in Nashville recently, and a domestic beer was $15 (granted, it was a large can), and liquor drinks were $20 or more. Is it really a surprise that young people can’t afford, or don’t want to pay, those prices after paying almost the entire price of a concert ticket in BS fees?

Of course it’s no surprise that venues don’t want to admit that it’s too expensive to go out and drink at a concert. That would force them to either lower their prices, or accept that they’re going to lose revenue because people choose to pregame, sneak in a pocket mini or two, take edibles instead of drinking, or just choose to stay sober and enjoy the show that they paid an arm and a leg for already.

And when you factor in not only ticket prices, but the ridiculous fees that are added on to concert tickets (fees that generally go to the venue), it’s not really a surprise that people aren’t willing to shell out $10 or $15 for a light beer while they’re watching a show.

Well, it might be a surprise to these venue owners, but everybody online seems to get it:

Seems like everybody agrees on a big part of the problem. Well, everybody but the concert venues.

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