Alcohol charities are raising alarms over the launch of a new 99p shot from BuzzBallz, claiming that its pricing and marketing strategies are specifically designed to appeal to children. The brightly colored shots, known for their nostalgic branding, are being promoted through an ice-cream van called the 99 Liquor Whip, which is making stops at university campuses this month. Jem Roberts, head of external affairs at the Institute of Alcohol Studies, described the launch as an attempt to attract young drinkers by utilizing sweet flavors and TikTok-style marketing. Joe Marley, executive director at Alcohol Change UK, echoed these concerns, emphasizing that such marketing tactics normalize alcohol consumption among youth. He pointed out that the combination of low prices and aggressive marketing during a cost-of-living crisis is particularly concerning. In response, the Sazerac brand, which manufactures BuzzBallz, stated that it adheres to strict UK regulations regarding alcohol marketing and insists the product is aimed solely at legal-age consumers. Nevertheless, the ongoing debate highlights the need for better regulation to protect children from alcohol marketing.