Beverages: What’s behind BuzzBallz – Gen Z’s favourite alcopop?

Why it is the topic trending:

• Gen Z's Unexpected Choice of Alcopops: The article explores why Gen Z, a demographic often perceived as being more moderate in alcohol consumption, is drawn to brightly colored, strong, and sometimes unusual alcopop brands like BuzzBallz and Magnum Tonic Wine.

• Viral Social Media Influence: The article highlights how word-of-mouth and social media platforms like TikTok have played a significant role in the increasing popularity of these drinks among younger adults.

• Nostalgic and Novel Appeal: These drinks, with their strong flavors and often unconventional branding, offer a mix of nostalgic throwbacks to "disco drinks" and a sense of novelty and experimentation for Gen Z.

• Pre-Party Culture: Both BuzzBallz and Magnum are positioned as affordable and potent pre-party drinks, aligning with a key consumption occasion for younger adults.

• Cultural Connections: Magnum Tonic Wine, in particular, has strong ties to Jamaican dancehall culture, showcasing how cultural associations can drive popularity.

Overview:

The article investigates the surprising popularity of two distinct alcopop brands, BuzzBallz and Magnum Tonic Wine, among Gen Z in the UK. BuzzBallz, with its brightly colored, spherical packaging and candy-like flavors, originated in the US and gained traction through social media. Magnum Tonic Wine, a Jamaican beverage known for its high alcohol content and association with dancehall culture, is also vying for Gen Z's attention. The article explores the reasons behind this trend, including social media influence, nostalgia, novelty, and cultural connections, positioning these drinks as popular choices for pre-party occasions.

Detailed Findings:

• BuzzBallz are brightly colored, spherical cans with candy-like flavors, priced at £4.50 each or two for £8 in the UK.

• The brand was created by a high-school teacher in Texas and is the US's leading ready-to-drink (RTD) over 10 per cent abv, acquired by Sazerac.

• BuzzBallz gained popularity among Gen Z before becoming widely available in the UK due to TikTok taste tests and clever distribution strategies that created a "treasure hunt" for specific flavors or editions.

• Packaged at 13.5 per cent abv, BuzzBallz are stronger than average RTDs, making them suitable as a pre-party drink.

• BuzzBallz were the drink of choice at a sixth-anniversary party for British fashion label Peachy Den, with celebrities photographed with the brand.

• Magnum Tonic Wine is another popular pre-party drink among Gen Z, sold in single-serve brown-glass bottles and associated with Jamaican dancehall culture.

• UK sales of Magnum are estimated to be worth £26.3mn.

• Magnum is a cherry-flavored, grape-based 16.5 per cent abv drink with a taste some liken to cough medicine and a historical reputation for boosting virility.

• Like BuzzBallz, Magnum's popularity has been built on word-of-mouth, viral campaigns, and store takeovers at music events like Notting Hill Carnival.

• Investment in Magnum's marketing is increasing, coinciding with a resurgence of dancehall music.

Key success factors of product (trend):

• Social Media Virality: Both brands benefited significantly from word-of-mouth marketing amplified by platforms like TikTok and strategic online campaigns.

• Novel and Eye-Catching Presentation: BuzzBallz's unique spherical packaging and Magnum's distinctive bottle stand out on shelves and in social media posts.

• Strong Alcohol Content at an Affordable Price: Both drinks offer a relatively high alcohol content for their price point, appealing to budget-conscious younger consumers looking for a potent pre-party beverage.

• Cultural Relevance (for Magnum): Magnum's deep association with Jamaican dancehall culture provides it with a strong and authentic connection to a specific demographic and music scene.

• Sense of Discovery and Exclusivity (initially for BuzzBallz): The limited availability of certain BuzzBallz flavors created a "treasure hunt" dynamic that drove interest and engagement.

Key takeaway:

Gen Z's choices in alcopops are influenced by social media trends, a desire for strong yet affordable drinks, unique branding, and, in some cases, cultural connections, demonstrating a blend of novelty seeking and a nod to retro or subcultural appeal.

Main trend:

The "Gen Z's Bold and Social Alcopop Choices" or "Affordable High-Impact RTDs."

Description of the trend (please name it):

The "Gen Z's Bold and Social Alcopop Choices" trend describes the inclination of Generation Z towards ready-to-drink alcoholic beverages that are characterized by bold flavors, high alcohol content relative to their price, unique or eye-catching branding, and a strong presence or influence on social media platforms. This trend indicates a preference for drinks that are shareable online, often associated with pre-party occasions, and offer a sense of novelty or a connection to specific subcultures or musical genres.

What is consumer motivation:

Gen Z consumers are motivated by:

• Affordability: Seeking alcoholic beverages that are budget-friendly, especially for social gatherings and pre-drinks.

• High Alcohol Content: Opting for stronger drinks to maximize their experience, particularly before going out.

• Novelty and Experimentation: Being open to trying new and unique flavors and brands that stand out from traditional options.

• Social Media Shareability: Choosing drinks that are visually interesting and generate engagement when shared on platforms like TikTok and Instagram.

• Cultural Connection (for Magnum): Identifying with and supporting brands that are linked to specific music genres or subcultures they enjoy.

What is driving trend:

• Influence of Social Media: Platforms like TikTok are crucial for discovering and popularizing new and niche alcoholic beverages among Gen Z.

• Word-of-Mouth Marketing: Recommendations from peers and online communities play a significant role in shaping Gen Z's drink choices.

• Accessibility and Convenience of RTDs: Ready-to-drink cocktails offer a convenient and hassle-free way to consume alcohol.

• Desire for Pre-Party Drinks: Gen Z often seeks affordable and potent options for pre-gaming before social events.

• Shifting Alcohol Consumption Patterns: While often perceived as drinking less overall, Gen Z shows interest in specific types of alcoholic beverages that align with their social activities and online culture.

What is motivation beyond the trend:

Beyond BuzzBallz and Magnum, these motivations reflect broader Gen Z preferences:

• Value for Money: Prioritizing affordability and maximizing the perceived value of their purchases.

• Seeking Unique Experiences: Looking for products and experiences that are out of the ordinary and offer something different.

• Importance of Online Identity and Community: Using social media to share their experiences and connect with others who have similar tastes.

Description of consumers article is referring to:

• Age: Primarily Gen Z, specifically mentioning individuals around 25 years old.

• Location: United Kingdom, with mentions of the US as the origin of BuzzBallz. Magnum Tonic Wine is associated with Jamaica but is popular in the UK.

• Lifestyle: Likely social individuals who enjoy going out and attending parties or music events. They are active on social media and influenced by online trends and peer recommendations. They are likely budget-conscious and looking for affordable options for socializing.

• Shopping preferences: Seek out drinks that are easily available in local corner stores or supermarkets. They are likely open to trying new brands based on social media hype and word-of-mouth.

• Are they low, occasional or frequent category shoppers: Likely occasional to frequent shoppers of alcoholic beverages, particularly RTDs, depending on their social activity and preferences.

• What are their general shopping preferences-how they shop: Influenced by social media and online trends, value affordability and convenience, and are often open to trying new products that offer unique experiences or strong value.

Conclusions:

Gen Z's attraction to BuzzBallz and Magnum Tonic Wine showcases a departure from traditional notions of alcopop popularity. Their choices are heavily influenced by social media discovery, affordability, strength, and a desire for drinks that are both novel and culturally relevant, especially within the context of pre-party socializing.

Implications for brands:

• Leverage Social Media Marketing: Create engaging and viral content on platforms like TikTok to reach Gen Z consumers.

• Consider Unique and Bold Branding: Develop packaging and brand identities that stand out and are shareable online.

• Offer Affordable Options with Higher Alcohol Content: Cater to the budget-conscious nature of Gen Z while providing drinks with a stronger impact.

• Explore Nostalgic and Retro Flavors: Tap into potential interest in throwback or "disco drink" styles with a modern twist.

• Consider Cultural Connections: If your brand has ties to specific music genres or subcultures, leverage those associations in your marketing.

Implication for society:

• Evolving Alcohol Consumption Patterns: Highlights the shifting preferences and consumption habits of younger generations regarding alcoholic beverages.

• Influence of Social Media on Substance Choices: Shows how online platforms can significantly impact the popularity of alcohol brands among young adults.

Implications for consumers:

• Wider Variety of Alcopop Options: Gen Z consumers have access to a diverse range of RTD choices, including those with higher alcohol content and unique flavors.

• Potential Health Considerations: The preference for stronger, affordable drinks raises potential concerns about responsible alcohol consumption among this age group.

Implication for Future:

The future of the alcopop market will likely see continued innovation in flavors, branding, and marketing strategies aimed at capturing the attention of digitally savvy and experience-driven Gen Z consumers. Social media will remain a crucial battleground for brands vying for their loyalty.

Consumer Trend (name, detailed description):

• Name: Gen Z's Edgy Alcopop Exploration

• Detailed description: Generation Z is demonstrating a penchant for exploring alcopop options that push boundaries in terms of flavor, strength, and branding, often gravitating towards drinks that offer a unique or even ironic twist on traditional ready-to-drink beverages.

Consumer Sub Trend (name, detailed description):

• Name: Viral Pre-Party Potions

• Detailed description: A subset of Gen Z consumers are actively seeking out affordable and potent alcoholic drinks that gain popularity through social media buzz, specifically for consumption before going out to parties or events.

Big Social Trend (name, detailed description):

• Name: The Continued Influence of Social Media on Consumer Choices

• Detailed description: Social media platforms remain a dominant force in shaping consumer preferences across various categories, including food and beverages, with trends and product recommendations spreading rapidly through online networks.

Worldwide Social Trend (name, detailed description):

• Name: The Global Rise of Ready-to-Drink Alcohol Consumption

• Detailed description: Ready-to-drink cocktails and similar pre-mixed alcoholic beverages are experiencing a surge in popularity globally, appealing to consumers seeking convenience and a variety of flavor options.

Social Drive (name, detailed description):

• Name: The Desire for Affordable Social Lubrication and Novelty

• Detailed description: Gen Z consumers are often motivated by the need for affordable ways to socialize and enhance their experiences at gatherings, coupled with a desire to try new and interesting products that stand out from the norm.

Learnings for brands to use in 2025 (bullets, detailed description):

• Prioritize TikTok and Instagram Marketing: Focus digital marketing efforts on visually engaging content on platforms where Gen Z spends their time.

• Embrace Bold and Unconventional Branding: Don't be afraid to experiment with packaging, names, and flavors that are attention-grabbing and different.

• Engage with Viral Trends and Challenges: Participate in relevant online trends and challenges to increase brand visibility among Gen Z.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Launch Limited-Edition or Unexpected Flavors: Create a sense of novelty and urgency by offering unique or surprising flavor combinations.

• Collaborate with Gen Z Influencers: Partner with popular creators on TikTok and Instagram for authentic product endorsements and content creation.

• Run Contests and Giveaways on Social Media: Encourage user-generated content and brand engagement through interactive social media campaigns.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified): Gen Z's embrace of BuzzBallz and Magnum Tonic Wine highlights their preference for strong, affordable, and socially shareable alcopops that often gain popularity through viral online trends and offer a blend of novelty and cultural connection.

What brands & companies should do in 2025 to benefit from trend and how to do it: Brands should focus on creating visually appealing, affordable, and potent ready-to-drink alcoholic beverages, actively market them on social media platforms like TikTok and Instagram through engaging content and collaborations with Gen Z influencers, and consider offering unique flavors or branding that resonates with this generation's desire for novelty and shareable experiences.

Final note:

• Core Trend:

  • Name: Gen Z's Bold and Social Alcopop Choices

  • Detailed description: Preference for strong, affordable, and socially shareable RTDs.

• Core Strategy:

  • Name: Viral-Driven Value Proposition

  • Detailed description: Leveraging social media for marketing affordable and high-impact alcoholic beverages.

• Core Industry Trend:

  • Name: The Evolution of the RTD Market Towards Younger Consumers

  • Detailed description: A shift in the ready-to-drink alcohol market to cater to the tastes and preferences of Gen Z.

• Core Consumer Motivation:

  • Name: Affordable Potency and Social Shareability

  • Detailed description: Seeking budget-friendly alcoholic drinks with a strong effect that are visually appealing and generate online buzz.

Final Conclusion:

The popularity of BuzzBallz and Magnum Tonic Wine among Gen Z underscores the significant influence of social media and affordability on their beverage choices. Brands that can tap into this desire for strong, novel, and shareable drinks, while effectively utilizing online platforms for marketing, are poised to capture the attention and loyalty of this influential consumer demographic in the evolving alcopop market.

Core Trend Detailed: Gen Z's Bold and Social Alcopop Choices

• Description: This trend describes Generation Z's distinct preferences within the ready-to-drink (RTD) alcoholic beverage market. They are increasingly drawn to alcopops that offer bold and often unconventional flavors, possess a relatively high alcohol content for their price point, feature unique and eye-catching branding that resonates on social media, and are often associated with pre-party socializing and shared online experiences. This trend reflects a departure from traditional RTD preferences and highlights Gen Z's desire for value, novelty, and products that enhance their social interactions both online and offline.

• Key Characteristics of the Trend (summary):

  • Bold and Unconventional Flavors: Interest in flavors beyond traditional fruit mixes.

  • High Alcohol Content for Price: Value-driven choice prioritizing potency.

  • Visually Striking Branding: Packaging and aesthetics designed to stand out and be shareable on social media.

  • Association with Social Occasions: Often consumed as pre-party drinks or at social gatherings.

  • Strong Social Media Presence: Popularity is significantly influenced by trends and discussions on platforms like TikTok.

• Market and Cultural Signals Supporting the Trend (summary):

  • Growth of the RTD Market: Ready-to-drink beverages are an expanding category, attracting younger consumers.

  • Social Media as a Primary Influence: Platforms like TikTok are key drivers of trends and product discovery for Gen Z.

  • Budget-Conscious Consumer Behavior: Gen Z is often value-driven and seeks affordable options.

  • Shifting Alcohol Consumption Habits: A reported tendency for Gen Z to drink less overall but be more selective and experimental with their choices.

  • Nostalgia and Retro Influences: Interest in styles and flavors reminiscent of past eras, sometimes with an ironic twist.

• How the Trend Is Changing Consumer Behavior (summary):

  • Increased Exploration of Unconventional Alcopops: Gen Z is more willing to try new and unusual brands and flavors.

  • Greater Reliance on Social Media for Recommendations: Online platforms are becoming the go-to source for discovering new drinks.

  • Emphasis on Pre-Party Consumption: A focus on affordable and potent options for drinking before going out.

  • Brand Loyalty Influenced by Social Media Presence: Brands that resonate online are more likely to gain Gen Z's loyalty.

  • Potential Shift Away from Traditional Beer and Wine: Alcopops and RTDs are increasingly competing with more established alcoholic beverage categories among younger consumers.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Need to innovate with bold flavors and eye-catching designs. Investing in social media marketing and influencer collaborations is crucial. Affordable pricing strategies are key.

  • For Retailers: Must stock a diverse range of RTDs, including those popular on social media. Consider creative merchandising that highlights trending brands and flavors.

  • For Consumers: Access to a wider variety of alcoholic beverage options, often at more affordable price points. Increased exposure to new brands and trends through social media. Potential health and responsibility considerations due to higher alcohol content in some options.

• Strategic Forecast: The "Gen Z's Bold and Social Alcopop Choices" trend is expected to continue its strong growth. Social media will remain a dominant force in shaping preferences. Brands that can effectively tap into the desire for novelty, affordability, and shareable experiences will thrive. We may see further blurring of lines between traditional drink categories and the emergence of even more unique and unexpected RTD options tailored to Gen Z's tastes.

• Final Thought: Gen Z's approach to alcopops is characterized by a desire to experiment, share, and find value. Their choices, heavily influenced by the digital landscape, are shaping the future of the ready-to-drink market, pushing brands to be more creative, bold, and socially savvy in their offerings. The popularity of BuzzBallz and Magnum Tonic Wine serves as a clear indicator of this evolving consumer landscape.

Source: https://www.ft.com/content/aaef26a2-be5d-42d9-a2ed-0689423ec16d