Fans going to the concession stands received a big sticker shock if they went to purchase one specialty cocktail.

Super Bowl 2025 fans in New Orleans faced jaw-dropping concession prices, including a $59 cocktail and $36 nachos. Social ...

you have to have a low cost, and you have to have a high price. They've grasped that better than anybody and the success that they've had with Ciroc and D'Usse certainly go to prove that as well.