Alcohol advocacy groups have criticised a newly launched 99p alcoholic shot from the makers of BuzzBallz, warning that its branding and marketing strategy appear targeted at younger audiences.
BuzzBallz, known for its brightly coloured ready-to-drink cocktails packaged in spherical containers, has gained popularity among young consumers and social media users, especially on platforms like TikTok, where users frequently share tasting videos and cocktail content featuring the drinks.
The latest product, called the 99 Liquor Whip, is being promoted through a nostalgic campaign that includes an ice-cream van touring university campuses this month and offering what the company describes as “unapologetically fun flavour experiences”.
Jem Roberts, head of external affairs at the Institute of Alcohol Studies, criticised the campaign, saying it “looks like a product entirely designed to appeal to children while hiding behind a thin ‘nostalgia’ label”.
He added, “Sweet flavours, TikTok-style branding, and even an ice-cream van, it’s hardly subtle.
“We know two of the biggest drivers of alcohol harm are cheap prices and heavy marketing. A 99p shot promoted as fun and shareable combines both. And while youth drinking has declined, the UK still has some of the highest levels of heavy episodic drinking among young people in Europe, so this is not a problem we’ve solved.”
Roberts also called for stricter oversight, noting that alcohol industry guidelines clearly state that products should not be marketed in ways that particularly attract children.
Joe Marley, executive director of Alcohol Change UK, also expressed concern over the company’s approach to promoting the product.
“Alcohol companies constantly find new and innovative ways to make alcohol seem essential to having a good time and encourage us to drink and drink more alcohol. In this case, the group behind BuzzBallz and Fireball Whisky’s blatant tactics to promote its new range will first reach students on campus,” Marley said.
He further alleged that the company has a history of using colourful branding, sweet flavours and trendy marketing to attract younger audiences.
Marley warned that adverts displayed in public places such as bus stops and busy streets could also expose children and teenagers to the campaign.
“Evidence is clear that price, particularly during a cost-of-living crisis, paired with clever and unapologetic marketing has a big effect on drinking habits while shaping attitudes toward and normalising alcohol,” he stated.
Responding to the criticism, Sazerac Company, which manufactures the drink, said it takes concerns about underage drinking seriously and follows all UK alcohol marketing and age-verification regulations.
The company argued that “price alone does not determine whether a product appeals to minors; responsible marketing, clear adult targeting, and robust retail compliance are the critical factors.”
Sazerac added that the campaign was intended strictly for adult consumers and was inspired by nostalgia trends popular among people who grew up in the 1990s and early 2000s.
