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Sweet Sips, Strong Spirits: Alcohol's New Disguise
1 Jun
Summary
- New 99 shots deceptively combine sweet flavors with 49.5% ABV.
- Alcohol charities warn of appeal to minors despite adult-only claims.
- Sazerac faces criticism for 'kiddification' marketing trends.
New "99" brand liqueur shots are facing intense scrutiny for their misleading appearance, which combines playful, childlike packaging and sweet flavors with an alarmingly high 49.5% alcohol by volume. This potent combination is being likened to neat spirits, but with an easily consumable taste profile reminiscent of fizzy sweets. Alcohol charities have sounded the alarm, accusing Sazerac of creating products intrinsically appealing to minors under the guise of "nostalgia" marketing.
Jem Roberts of the Institute of Alcohol Studies stated that the 99 "looks like a product entirely designed to appeal to children." He highlighted sweet flavors, TikTok-style branding, and even ice-cream van promotions as evidence of a lack of subtlety. Joe Marley of Alcohol Change UK noted that Sazerac has a history of marketing strong, sweet-tasting alcohol cheaply to young people. BuzzBallz, another Sazerac brand, has seen explosive growth with its spherical, brightly colored, sweet-flavored cocktails.
In response, Sazerac maintains that all marketing adheres to strict UK standards and targets legal-age consumers, emphasizing nostalgia trends for adults. However, critics point to a wider trend of "kiddification" in adult products, similar to energy drinks and vaping, which can be harmful to young people's health. The debate raises questions about responsible marketing and the potential for infantilizing adult-oriented products.
