A new alcoholic drink has raised alarm bells thanks to its fun, bright packaging and pocket money-friendly price tag. Critics argue it is time to stop giving adult products the CBeebies treatment.
The 99 Shot: A Deceptively Lethal Product
Sazerac, the parent company behind 450 drinks brands including Southern Comfort and Fireball Cinnamon Whisky, has launched a new product called 99. The shot comes in flavours like Blue Raspberries, Bananas, Passionfruit, and Apples, with vibrant packaging reminiscent of slush puppies or fizzy pop. The bottles feature radioactive shades of blue, yellow, and green liquid, topped with contrasting caps, jazzy labels, and nostalgic fonts. The name 99 evokes Mr Whippy ice creams and the pocket money-friendly 99p price tag. However, the contents are far from child-friendly: a whopping 49.5 per cent ABV, equivalent to strong, neat spirits.
Alcohol charities have sounded the alarm. Jem Roberts, head of external affairs at the Institute of Alcohol Studies, said the 99 looks like a product entirely designed to appeal to children while hiding behind a thin nostalgia label. He noted that sweet flavours, TikTok-style branding, and an ice-cream van launch are hardly subtle. Roberts added that cheap prices and heavy marketing are key drivers of alcohol harm, and a 99p shot promoted as fun and shareable combines both. Joe Marley, executive director at Alcohol Change UK, highlighted that Sazerac has a track record of creating strong alcohol that tastes like sweets for pocket money prices, using playful approaches and bright colours.
The BuzzBallz Phenomenon
Sazerac also owns BuzzBallz, pre-made cocktails-to-go in plastic spherical containers. BuzzBallz have exploded in popularity since their UK introduction in 2022, becoming the fastest-growing ready-to-drink brand by sales volume. The brand features fun round shapes, brightly coloured packaging in dopamine shades, and flavours like Berry Cherry Limeade, Choc Tease, and Strawberry Rita. Marketing stunts include BuzzBallz-shaped cars, dubbed BallzMobilez, driving around locations like Clapham and Dublin to dish out free drinks. Marley referenced BuzzBallz when criticising Sazerac's approach.
Sazerac defended its marketing, telling The Guardian that it takes underage drinking seriously and that all activity is governed by strict UK alcohol marketing, retail, and age-verification standards. A spokesperson said price alone does not determine whether a product appeals to minors; responsible marketing, clear adult targeting, and robust retail compliance are critical. They added that the 99 is designed as a clearly adult-only alcohol activation, centred around flavoured spirit shots, nightlife occasions, and legal-age consumers, reflecting well-established nostalgia trends for 1990s and early-2000s culture.
A Wider Trend of Kiddification
The 99 shot is part of a broader trend of kiddifying adult products. Energy drinks like Prime have been heavily marketed towards children and teens, contributing to obesity, disrupted sleep, anxiety, and poor concentration. In 2025, the government announced a ban on high-caffeine energy drinks for under-16s in England, affecting around 100,000 children who consume at least one such drink daily. Vaping has also been rebranded with colourful packaging and juvenile flavours like sour raspberry, bubblegum, and cherry ice, appealing to adolescents while infantilising adult users.
While adults can choose what to consume, the article argues that products harmful to children should not be marketed in ways that appeal to them. The author concludes that it is time to stop giving the CBeebies treatment to adult products.
