Alcohol charities have criticised a new 99p shot from the company behind BuzzBallz, warning its cheap price and heavy marketing are designed “to appeal to children”. The ready-to-drink cocktail, sold by the Sazerac brand, is being pitched as a nostalgia buy, with an ice-cream van called the 99 Liquor Whip serving the shots at university campuses this month.
Jem Roberts, head of external affairs at the Institute of Alcohol Studies, said the launch “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.”
Joe Marley, executive director at Alcohol Change UK, said the group behind BuzzBallz and Fireball Whisky has “a track record of going further than others when creating and marketing strong alcohol that tastes like sweets for pocket money prices, using playful approaches, bright colours and cultural trends to embed alcohol in young people’s lives”. He expressed concern about colourful advertisements in high footfall public spaces such as bus stops and high streets.
The Sazerac brand said it takes “concerns around underage drinking seriously, which is why all activity is governed by strict UK alcohol marketing, retail and age-verification standards”. It added: “Price alone does not determine whether a product appeals to minors; responsible marketing, clear adult targeting, and robust retail compliance are the critical factors.” The company said its new product has been designed “as a clearly adult-only alcohol activation, centred around flavoured spirit shots, nightlife occasions and legal-age consumers”.
