Popular RTD brand BuzzBallz has garnered criticism following the launch of a 99p alcoholic shot, with charities raising concerns over its appeal to children. 

Launching into the UK with more than 20 flavours, the brand organised a nineties-themed activation at the University of Birmingham earlier this month, featuring a travelling ice cream van serving soft serves infused with 99p shots. 

Alcohol Change UK and the Institute of Alcohol Studies have criticised the campaign. 

This includes comments from Jem Roberts,  head of external affairs at the Institute of Alcohol Studies, who described the product as “entirely designed to appeal to children while hiding behind a thin ‘nostalgia’ label.”  

Speaking to The Guardian, he said: “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.  

“While youth drinking has declined, the UK still has some of the highest levels of heavy episodic drinking among young people in Europe, so this is not a problem we’ve solved.” 

At the same time, Joe Marley, executive director at Alcohol Change UK, commented: “Alcohol companies constantly find new and innovative ways to make alcohol seem essential to having a good time and encourage us to drink and drink more alcohol.  

“In this case, the group behind BuzzBallz and Fireball Whisky’s blatant tactics to promote its new range will first reach students on campus. Evidence is clear that price, particularly during a cost-of-living crisis, paired with clever and unapologetic marketing has a big effect on drinking habits while shaping attitudes toward and normalising alcohol.” 

In response, Sazerac, which owns the BuzzBallz brand, said it was clearly targeting legal-age consumers. It further commented that it was tapping into the revival of 90s and early-2000s culture. 

The launch of the 99p BuzzBallz shots follows a similar release by Sazerac earlier this year: Baby Shots. Available in Strawberry Daiquiri, Mojito and Pornstar Martini flavours, the 50ml minis likewise retail for under £1.