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The Skinny: While the rest of the world is paying $7 for an airport granola bar, Augusta National is out here charging a glorious $1.50 for a Pimento Cheese Sandwich. Yes, still. in 2026.

The Masters concession prices have become their own annual media moment, and naturally, are also what we’re also most interested in from a lifestyle perspective. The iconic egg salad and pimento cheese sandwiches have held at $1.50 since 2002, which was the last time they raised prices. Beer and wine are $6, so that means a couple drinks, plus several delightful bites, at Augusta will set you back about $15. Compare that to the $14 Nicole just paid for one High Noon at the Nets game, and the Masters almost seems like a time machine.

What's new this year: Peanuts are officially out, but join us in a polite golf clap for the incoming Masters Candy Bar ($2.25). Going back to the overall menu, a few items got a modest bump — blueberry muffins and southern cheese straws are now $2.50 (up from $2), cookies at $2 — but the signature sandwiches and beloved Peach Ice Cream Sandwiches remain untouched. The Masters concession menu and full pricing is here.

How does Augusta keep prices this low? Per NPR, they're likely not turning a profit on food at all, but when you're moving $50 hats in the gift shop, egg salad essentially becomes a gift.

The insider move: Per Nicole’s stepmother, please shop the gift shop on your way out, not on arrival. Everyone else is hauling their swag around all day in the Georgia heat. Don't be everyone else.

The Skinny: Golf fashion at Augusta is its own sport and each year, brands collaborate with players as their most stylish IRL marketing assets. This season, however, a couple of players are now “apparel free agents” and choosing to (gasp) eschew brand sponsorships, opting to throw together whatever they’d like as opposed to the usual scripting. With that, some of the brands in the golf headlines:

Most of these are shoppable right now, so you can grab the PUMA "Moving Day" Tech Polo, the Johnnie-O Featherweight Azalea Polo, a Callaway Performance Polo, or the Reebok Nano Golf Shoe Bryson's been wearing all week.

For the guys: Augusta's patron dress code is gentlemen-level serious. The quirky rule passed down from a friend's dad who's been going for years: you must wear socks while sitting down to eat. Here, the quirkiest patron rules, straight from the players.

Let’s talk polos: Golf Monthly breaks down the best new innovations in men's golf polos — UV protection, anti-odor, moisture-wicking — if you're looking to upgrade your game-day fit whether you're at Augusta or your local course.

Lastly, hat’s off to the patron on the 16th hole in the “Egg Salad” hat: legend or disgrace? Get yours here.

For the Ladies: What to Actually Wear

Masters patron fashion for women hits a specific sweet spot: polished enough for the occasion, practical enough for miles of walking on grass in Georgia spring weather (cool in the morning, warm by afternoon).

The formula that works: a midi dress, a gingham performance skirt and top, or a matching set in classic spring colors — green, white, blush, navy. Azalea prints are having a major moment and feel intentionally on theme. Think Southern-prep meets performance fabric, per this style guide from the holy Bible of Fashion, WWD (where Nicole also used to be an intrepid beauty reporter).

The one non-negotiable: comfortable shoes. Not flip-flops. Not sandals. Broken-in sneakers or loafers only, since you will walk more than you think. OluKai has a Masters-themed line of slip-ons that are equal parts cute and practical this year, and the Pehuea slip-on is our pick. Renwick is also worth a look for polished, understated women's pieces in soft florals and clean silhouettes.

Bag tip: Augusta has size requirements for bags. A small crossbody is the safe move.

Can't attend but want the look? A couple options:

1) Jill's favorite, Ladies Only Golf — founded in Telluride in 2020 to fill a major gap in the game with fashion-forward golfwear made just for women — has you covered from scratch golfer to mini golf + prosecco player. The Flutter Skirt is a perennial go-to and comes in several different color ways.

2) Shop our Nordstrom selection of preppy, patron-worthy looks for attending golf events or just showing up with a chic upper middle aesthetic. Think packable straw hats, sundresses, polos for the guys, short sets, spring flats and sneakerinas. And ladies, if you get one thing this spring it should be a woven sandal. Lots of options here (scroll for them all), and Nicole swears by the Maren from Nordstrom, which has a roomy toe box and a suede panel at the inner heel.

Spring doesn’t have to mean a packed schedule and another drink you regret tomorrow.

This season, I’m reaching for something different: Vesper by Pique.

Pique is known for blending ancient botanicals with modern science to create elevated wellness essentials. Vesper might be my favorite yet. It’s a non-alcoholic, adaptogenic aperitif that delivers the relaxed, social glow of a cocktail. Without alcohol or the next-day fog.

It’s what I pour when I want something special in my glass on a bright spring evening. Each sip feels celebratory and uplifting. Relaxed body. Clear mind. No haze. No sleep disruption.

Crafted with L-theanine, lemon balm, gentian root, damiana, and elderflower, Vesper is sparkling, tart, and beautifully herbaceous.

If you’re ready for a new kind of happy hour, try Vesper here. 🌿✨

Get 10% off for life

The Skinny: Here's the wellness memo no one is sending but everyone needs: a spring reset does not require a five-day juice cleanse, a new planner, or a 6am alarm. It requires about five minutes.

Scientifically speaking, getting outside within the first 30 minutes of waking (even just to your front porch) sets your circadian clock, bumps serotonin, and improves your sleep that night. That's it. That's the move.

Traditional Chinese Medicine says spring is governed by the liver and gallbladder, and those are the organs tied to smooth flow of qi, decision-making, and creativity. It's the natural season to move stagnant energy and get things flowing again, whether it is a new project, a simple walk or finally dealing with that email draft from February … the timing is right.

We’re focused less on perfection and more about purpose for this reset: sustainable micro-habits that work with your actual life, not an imaginary optimized version of it. Try one this week:

Spring reset complete. You're welcome.

The Skinny: If you couldn’t be at Augusta (same), you can at least eat like you are throughout golf season. Two classics worth making:

The Pimento Cheese Sandwich The spirit of Augusta's version is beautifully simple: sharp cheddar, cream cheese, pimentos, a little mayo, salt and pepper. Mix, pile onto white bread, done. Pimento Cheese: The Cookbook has 50 recipes built around this Southern classic and it makes a great gift. It's not fancy. That's the whole point.

🍒 The Masters Azalea 🍋 This is the one: pink, a little sweet, and perfectly calibrated for watching the back nine from your couch. Shake with ice and pour:

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