A new 50ml shot from the makers of BuzzBallz, priced at 99p, has sparked concern among parents who fear it could encourage underage drinking. Critics point to its bright colours, sweet-shop flavours, and social media-friendly branding as evidence that the product is designed to appeal to teenagers.
However, some argue that the outrage misses the point. Underage drinking has long existed, with teenagers historically consuming whatever alcohol they could obtain, from alcopops in the 1990s to vodka mixed with cheap lemonade in the 2000s. The latest innovation is unlikely to be the root cause of youth drinking culture.
Adult drinking culture has also become increasingly sweet, colourful, and aesthetically motivated, driven by Millennials and Gen Z who grew up in a visual consumer culture. Alcohol brands are simply following the wider market, with nostalgia-heavy collaborations like Tango's recent alcoholic ready-to-drink cans with AU Vodka.
While there is a need for strict rules around advertising alcohol to minors and online promotion, blaming a single product for encouraging children to drink may be an overreaction. As one commentator noted, a teenager is unlikely to start drinking purely because they spotted colourful cocktail packaging.
