You buy a drink at an event and immediately think:
“That's expensive.”
But the price isn't only about the drink itself. The event has to cover staff, equipment, transport, storage, licenses, venue costs and other operating expenses. There may also be agreements between the venue, organizer and beverage supplier.
And events have another problem:
They only have a limited amount of time to make money, a normal business might operate every day, an event might have one night.
So every part of the operation has to work within that short window.
The drink in your hand is only the visible part of a much bigger calculation.