06 April 2023 , 09:28
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The Masters continues to lead the way in providing value for money ahead of this week's tournament at Augusta National.
Fans heading to Augusta can expect to pay £4 for a beer, around £5 for a wine and far less for a selection of soft drinks. The food prices are equally as vaulable, with a breakfast or classic chicken sandwich costing around £2.50 - giving them incredible value for money.
Steve Salaga, an associate professor of sports management at the University of Georgia, told FOX Business that the price of food and drink had been kept low to make the overall Masters experience more appealing.
He said: "We have to remember, the total cost of event attendance includes travel and transaction costs, the cost of the ticket itself, as well as any parking, concessions and souvenirs purchased.
"So one way to make the overall experience more appealing to the consumer is to keep the price of these [food and drink] products low. I think the affordable pricing is an appealing aspect of the consumer experience at Augusta."
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It is a stark comparison to the eyewatering prices at last year's PGA Championship in Oklahoma. ESPN reported the price of a Michelob Ultra beer was £14.45 ($18) while Stella Artois was a staggering £15.25 at Southern Hills Country Club in Tulsa. That is in comparison to £4 for an imported beer at this week's Masters.
The food and drink price list at this week's MastersA glass of wine at the PGA Championship was £10.43 which was over double for white wine (chardonnay) being charged at Augusta.
Soft drinks are also far cheaper this week with a bottle of water costing £1.61 in comparison to £4.82 in Oklahoma.
Last year's PGA Championship winner Justin Thomas was one of those stars who blasted the prices being charged at the PGA Championship.
Dustin Johnson's wife Paulina Gretzky has a drink of water during the par-three contest ahead of this week's Masters at Augusta National (Getty Images)He tweeted: "$18(!!!!!!) for a beer… uhhhh what. Gotta treat the fans better than that!"
The two-time major winner later said: "I was blown away. You want people to come to the tournament. If I'm on the fence and I'm looking at the concession stand, that's not the greatest thing."
It looks as though Masters organisers have taken notice of the star's criticism of the PGA Championship and have instead offered fans cheap food and drink as they watch on to see who will claim the Green Jacket.