Sky-High Prices: Manhattan Rooftop Bars Push Soda to $25 at The Ready

• Soda at several Manhattan rooftop bars now costs $20-$25 in summer 2024.
• The Ready in the East Village routinely sees 1-2 hour waits for entry.
• High prices have not deterred locals or tourists seeking seasonal views.

The phenomenon of paying $25 for a single soft drink is no longer reserved for VIP bottle service tables—it’s now the baseline at some of Manhattan’s trendiest rooftop bars, including The Ready and Magic Hour. These venues, perched atop hotels and high-rises from NoMad to the Lower East Side, are setting new standards for how far New Yorkers and visitors will go for an Instagrammable sunset and a few moments above the city din.

The price surge is not just inflation—it’s a calculated move, say venue managers, in response to sky-high rent, post-pandemic labor costs, and relentless demand. At Magic Hour Rooftop Bar & Lounge, management confirmed that nonalcoholic beverages now start at $22, with specialty mocktails cresting $30. “People are paying for the full package: the view, the vibe, the exclusivity,” says Manager Cecilia Rodriguez. “We’re packed every evening.”

Despite the sticker shock, lines snake out the door at The Ready, the rooftop bar atop Moxy East Village, with patrons sometimes waiting over an hour on weekends. For many, the allure is less about the drink and more about access. “It’s about saying you were here, that you got in,” says Columbia grad student Marcus Lee, who recently paid $25 for a Diet Coke. “The city’s expensive, but so is being part of the scene.”

The trend has sparked debate among longtime New Yorkers, some of whom see the prices as a final frontier of gentrification. Still, for every detractor, there appear to be dozens happy to pay—the lines and tagged posts keep growing. In a city where the next big thing is always just one trend away, rooftop bars selling soda at champagne prices may be the new symbol of Manhattan’s eternal appetite for cool.

Frequently Asked Questions

Why does soda cost $25 at Manhattan rooftop bars?

Rooftop bars like The Ready charge premium prices due to high rent, increased labor costs, and heavy demand for unique city experiences. The price is also a reflection of the venue’s exclusivity, the panoramic views, and the “experience fee” factored into every order, even for nonalcoholic drinks.

Are people really paying these prices—and waiting in line?

Yes, both locals and tourists continue to line up for rooftop bars despite the cost. The Ready and Magic Hour frequently experience evening queues of an hour or more, especially on weekends, with patrons willing to pay for the experience and social cachet.

Are there any more affordable options with city views?

While many of the most famous rooftop bars have high prices, options like 230 Fifth or The Cantor Roof Garden offer more accessible menus, especially during happy hour. For those seeking views without markups, public spots like Roosevelt Island Tram or Brooklyn Bridge Park offer spectacular vistas for free.