How Gen Z turned BuzzBallz into the UK’s pre-drink essential

The cult American cocktail ball has become a British Gen Z staple, especially among students seeking bar-strength pre-drinks with Instagram appeal. Now it's the fastest-growing RTD brand in the UK, fuelled by TikTok virality and bold branding. BuzzBallz may have launched in Texas back in 2009, but the UK wasn’t properly introduced to the technicolour cocktail spheres until 2022. Their distribution and influence gained momentum rapidly following Sazerac’s takeover in early 2024. Since then, the brand has “skyrocketed,” according to Jess Scheerhorn, vice president at BuzzBallz and Sazerac Emerging Portfolio. “In just 12 weeks, BuzzBallz climbed to become the #18 RTD brand by volume in the UK and is now the fastest-growing brand within the top 20,” Scheerhorn told db, citing Circana data. The brand’s runaway success is built on a unique blend of aesthetic, potency and portability — all in a bright, palm-sized orb that has become instantly recognisable on social feeds and in student flats across the country.

Gen Z finds its pre-drink icon

From Brighton to Bristol, a new ritual is taking shape: the pre-drinks BuzzBall. While American fans lean towards tailgates and BBQs, Scheerhorn says UK Gen Z have carved out their own cultural space for the drink. “We’ve noticed UK consumers especially love BuzzBallz for pre-drinks with friends, festival weekends and summer get-togethers.” You might say it plays the role for Gen Z that WKD and Smirnoff Ice once did for Millennials. That cultural fit isn’t accidental. “Our vibrant, playful flavours and iconic round shape are made for on-the-go lifestyles that resonate with our Gen Z audience,” Scheerhorn explains. “BuzzBallz delivers authentic cocktail strength in a convenient, grab-and-go format, perfect for those who crave both flavour and authenticity.”

TikTok virality and taste-test treasure hunts

What truly accelerated BuzzBallz’s ascent was TikTok. “BuzzBallz has become a TikTok sensation, with thousands of user-generated videos showing people enjoying the drink at house parties, pre-drinks and park BBQs,” Scheerhorn says. “Our favourites have to be the consumer taste tests and the dedicated hunts to try every flavour.” She calls the growth “nothing short of amazing,” adding that it’s been “sparked by consumers who can’t resist sharing videos and photos of our colours, cheeky personality and that instantly recognisable round shape.” This organic momentum has helped turn niche interest into full-blown obsession. From hashtag challenges to drink rankings, BuzzBallz content is now a staple in the UK drinking culture’s digital landscape.

Influencer alliances and on-the-ground energy

BuzzBallz has not left it all to chance. While organic traction has done much of the heavy lifting, key influencer collaborations have added fuel to the fire. “Recently, our team have had an absolute blast working alongside some incredibly talented and creative content creators, including the ever-fun and fabulous Indiyah Pollack, the hilarious Max Balegde and more.” These UK-based partnerships are part of a broader strategy to align the brand with its most enthusiastic audiences. “We know that the best partnerships happen when there’s a genuine connection with the brand,” Scheerhorn says. More campaigns are planned for the summer, and the brand’s Instagram (@buzzballz_uki) promises further splashy collaborations.

In the aisles and on the rise

Retailers are feeling the heat, too. “BuzzBallz is now stocked in all major grocers in the UK, perfectly chilled and ready for summer,” says Scheerhorn. “We’re seeing strong reorders and expanding shelf space, with particularly high demand around weekends and bank holidays.” Sales have increased “more than tenfold” in the past year alone. BuzzBallz appears to have cemented its place as the Gen Z drink of the moment, one bar-strength sphere at a time.