Alcohol Charities Alert: 99p Shots Targeting Kids, Experts Warn!

Alcohol awareness organizations have voiced their concerns over a new alcoholic shot priced at 99p, created by the manufacturers of BuzzBallz, accusing it of being marketed to attract children.

BuzzBallz, known for their vibrant, ready-to-drink cocktails packaged in ball-shaped containers, have gained traction among young adults and are frequently featured in social media platforms like TikTok, where users share videos tasting the drinks and providing cocktail tips using the brand.

The latest offering is marketed as a throwback product. The creators have introduced a mobile ’99 Liquor Whip’ ice-cream van, which will be stationed at various university campuses this month, promoting the shots as “unapologetically fun flavour experiences”.

Jem Roberts, the head of external affairs at the Institute of Alcohol Studies, criticized the product’s marketing strategy, stating, “It appears to be a product specifically designed to appeal to children, masquerading under the guise of ‘nostalgia’.”

Roberts further commented, “With its sweet flavors, TikTok-inspired branding, and even an ice-cream van, the intent is hardly discreet.

“The most significant contributors to alcohol-related harm are inexpensive pricing and aggressive marketing. A 99p shot that’s promoted as fun and social combines these elements. Although youth alcohol consumption has decreased, the UK still records some of the highest rates of binge drinking among young people in Europe, indicating that this issue is far from resolved,” Roberts added.

He advocated for stricter regulations, noting that despite rules stating alcohol products should not appeal particularly to children, “we continue to see instances like this emerge.”

Joe Marley, executive director at Alcohol Change UK, remarked, “Alcohol manufacturers constantly devise new ways to integrate alcohol as a central aspect of fun and socialization, prompting us to consume more. In this instance, the company behind BuzzBallz and Fireball Whisky is explicitly using such tactics to introduce its new product primarily to students on campuses.”

Marley noted, “This group has a history of pushing the boundaries more than others in creating and marketing potent alcoholic beverages that mimic candy flavors at pocket-friendly prices, utilizing playful methods, vivid colors, and popular cultural trends to make alcohol a staple in the lives of the youth.”

Marley also expressed concerns about potential advertising off-campus, pointing to “vibrant ads in areas with high pedestrian traffic like bus stops and main streets,” which could attract children and young adults.

“It’s evident that during economic hardships, affordable prices coupled with clever, unabashed marketing significantly influence drinking behaviors and help normalize alcohol consumption. Our society needs to foster an environment that protects everyone, particularly the youth, from ongoing efforts to promote alcohol consumption, with appropriate measures and sensible restrictions on alcohol marketing,” Marley stated.

The Sazerac brand, responsible for manufacturing the drink, emphasized its commitment to preventing underage drinking, stating, “All our activities comply with stringent UK standards for alcohol marketing, retailing, and age verification.” The company added, “The pricing alone does not make a product appealing to minors; what’s crucial is responsible marketing, clearly targeting adults, and strict adherence to retail guidelines.”

The company also mentioned that the new product is “targeted strictly at adults, with a focus on flavored spirit shots and nightlife events for consumers of legal drinking age. Moreover, our marketing strategy leverages established nostalgia trends that resonate with adults, particularly those who grew up in the 90s and early 2000s.”