Alcopops, the sweet and brightly coloured alcoholic drinks that sparked moral panic in the 1990s, are making a comeback. Sales of ready-to-drink (RTD) beverages have surged, driven by a renewed interest from Gen Z consumers. Brands such as Bacardi Breezer, now rebranded as Breezer, and Smirnoff Ice are leading the resurgence, alongside newer entrants like BuzzBallz.
According to a recent study, the proportion of UK Gen Z consumers who drank alcohol in the six months to March 2025 rose to 76%, up from 66% in 2023. This marks a reversal of the long-term decline in youth drinking that had previously led to the near collapse of the alcopops market. The category had suffered from bad publicity, duty increases, and bans from major retailers and pubs.
Industry figures confirm the trend. Steve Young, business unit director at Bacardi UK, said in May that RTDs are booming. Drinks giant Diageo has launched a new campaign across 20 countries to restore the fortunes of Smirnoff Ice, amid a near doubling of RTD sales over the past decade. The new Breezers have a lower alcohol content of 3.4%, compared with the original 5%, possibly to appeal to changing consumption habits.
While the revival has raised some concerns about underage drinking and alcohol-related harm, manufacturers argue that Gen Z's drinking patterns are still relatively moderate. The return of alcopops is seen as another example of 1990s nostalgia being monetised by the drinks industry.
