The days of cheap drinks on the beach are pretty much gone in Negril unless you're bringing your own cooler down each day which is why I like NBCC as many do that there. Mixed drinks seem to be worse than beer. From what I saw it was pretty much $1,000-1,500 JMD for a single shot mixed drink in a tiny cup at most places on the beach in June. I don't mind paying that for a solid stiff drink but not for something I down in two gulps. I tend to agree with Rob on going to bars off the beach. Plenty downtown, in Red Ground, Sheffield, and in the west end generally across the street from the ocean rather than on it where there is a good mix of seasoned tourists or ex-pats with locals with reasonable prices. The bar restaurant at Winners Plaza downtown is one I like that has great a/c and pretty good local food. They sell Q's too that in my opinion give you the best bang for your buck. I plan on making Rocky's a regular stop from now on when I'm downtown too after meeting Rob there a couple of months ago.