Published: September 24, 2009

It’s Saturday night and you’ve finally arrived at your friend’s apartment after an endless ride on the Ram Van and a potentially Security Alert-worthy walk through the Bronx. You’ve come to get your drank on and possibly show off your pong skills (of course, you’re at least 21), but what you didn’t expect was to shell out $10 to help pay for the supplies of the night.

As if prices for books and other college basics weren’t high enough already, this fall brings a change that could bring the livelihood of students everywhere, including those attending Fordham College at Lincoln Center (FCLC), to a new low. Two of the biggest corporations in the college entertainment business have announced their intentions to raise prices on their goods in the near future. What companies, you’re wondering? Anheuser-Busch and MillerCoors, the makers of Budweiser, MGD, Coors and countless other beers.

When told of this coming change, Rebecca Decker, FCLC ’12, summed up the common student reaction: “dismayed.”

For many students, the financial implications of this increase are hard-hitting.

“It’s just another way to get college students to deplete their already limited funds,” said Samantha Kumar, FCLC ’10.

“This is not a smart move in this economy. Beer is something everyone drinks. They’re taking away something people find necessary in their lives,” said Michael Leigh, Fordham Law ’11.

Some believe students will do what they’ve always done: give up higher quality for lower prices.

“I feel like people are not going to be too happy,” said Sarah Mastrangelo, FCLC ’12. “They’ll definitely be trying to go for the cheaper beers, even though they try for that already because they’re college students.”

Other students expressed indifference to the change.

While Decker was “dismayed” at the rising prices, she added: “I’m not that worried, because all the prices of everything are going up.”

Hayden Hartnett, FCLC ’12, sees an increase in beer prices as to be expected in New York City.

“It’s probably not going to affect me at all,” said Hartnett. “Things here are already too expensive.”

Though some students don’t see the rising prices as having much of an effect, others believe the price increase might be high enough to call for some adjustments.

“People might change their choice of drinks,” said Leigh. “I guess because beer is something you have with friends to play pong or go to the bar; I will try to refrain from [those activities].”

“I’m not going to drink as much,” said Mike Savasuk, FCLC ’10. “My [drinking habits] are going down. I’m not paying $8 for a beer.”

Whether the brewers justify their price raises with decreased sales or increased costs of production, they clearly are not making any new friends in one of their highest consuming and already destitute demographics. Of course, that doesn’t mean it will be any easier to find room in the local bars, as students aren’t completely giving up on the beverage just yet.