You’ve heard that consumers are going premium, but do Buzzballz disprove this? Lizzy O’Riordan considers
If you’ve been paying attention over the past few years, you’ve probably heard that consumers are drinking less, premiumising more and imbibing lower-abv drinks. Yet, at the same time, an undeniable countertrend is taking place: the rise of Buzzballz.
A high-sugar, high-abv, colourful pop of a cocktail, Buzzballz is an undeniably fun, riotous drink. For evidence, look no further than the locations this writer has seen them discarded: wedged up a tree, nestled into damp pebbles on the beach and, most surprisingly, perched on the roof of my own car.
According to NIQ data provided to Drinks Retailing, the brand grew by over 800% between 2024 and 2025, with the sales value increasing by £21.9m. But who is drinking Buzzballz? And what is it about the neatly spherical product that’s grabbing the attention of the masses?
For Krishan Rajput, owner of Stirchley Wines & Spirits in Birmingham, the trend is clearly taking off among people in their early to mid-20s, who he says are actively seeking the brand out and asking for it by name, “mirroring the rise in popularity of alcopops in the 1990s”.
The reason is simple: the drinks are fun, an antidote to the seriousness often prevalent among much of the alcohol trade. Or, as marketing expert Tom Khan-Lavin, CEO of Yesmore agency, puts it: “Buzzballz focus entirely on the ‘vibe’, and that lack of pretension is exactly why it’s driving such massive results.”
The brand is also undeniably steeped in internet culture. At a time when online creators are largely turning their backs on sleek, polished performances and embracing trends like the “messy girl” aesthetic and maximalist design, Buzzballz drinks make sense as a celebration of the untidy and relaxed.
Of course, the price makes a difference too. At around £3.99 a pop (though often sold as part of a deal), the RTD has become a way for cash-strapped students to pre-game in the evening, something increasingly common as on-trade drinking becomes more expensive. As Khan-Lavin points out, the “Buzz” in the name clearly alludes to the effect of alcohol, and drinkers are drawn to the bang-for-bucks ratio.
Like all things, Buzzballz are a trend, which began in convenience stores and is now reaching its height in supermarkets. This, says Alex Kapadia, franchisee at Wine Rack Guildford, means that the hype will eventually die down. There are already signs of this happening.
“Three or four months ago they were out of stock in most wholesalers and now they’ve got on top of it again. Consequently, the demand isn’t as strong because they’re not as exciting when you can get them everywhere,” Kapadia adds.
Nonetheless, the Buzzballz craze is one that can impart lessons about tongue-in-cheek humour and engaging with younger audiences. It also shares some wisdom about the important role of convenience stores, which are often the early adopters of trends.
Put best by Rajput: “Supermarkets tend to be more reactive. They wait for convenience to prove the concept before they roll it out to the masses.”
So, while Buzzballz might not be a drink that will stand the test of time, they still say something important about the moment we are living in. I’ll continue to keep an eye out for all the strange places I might spot those abandoned, frivolous cans.
