Gen-Z Is Drinking Less—So How Did BuzzBallz Become a $500 Million Hit?

Even as younger consumers pull back on alcohol, this brightly colored, ready-to-drink cocktail is surging.

BY LEILA SHERIDAN, NEWS WRITER

Illustration: Inc; Photo: BuzzBallz

Gen-Z is pulling back on alcohol, with more young people opting out entirely and a growing share saying drinking culture doesn’t appeal to them.

Nearly two-thirds of Gen-Zers report declining interest in alcohol, with more than a third saying it doesn’t appeal to them at all, according to survey data cited by The New York Post. Meanwhile, a Gallup survey found that the share of adults ages 18 to 34 who say they drink has dropped nine percentage points between 2023 and 2025, continuing a longer downward trend.

One brand, however, is nonetheless breaking through.

BuzzBallz, a brand of brightly colored, sphere-shaped cocktails with 15 percent alcohol by volume, is gaining traction with Gen-Z, and it’s quickly scaling.

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During a four-week period ending in January, the brand ranked number two among ready-to-drink cocktails in dollar growth, according to NielsenIQ. The fast-growing beverage came from founder Merrilee Kick’s master’s thesis. She first imagined the product after spotting a spherical candle holder while grading papers by a pool. Now, that brainchild is bringing in a reported $500 million in revenue, according to Bezinga. 

In 2024, the brand was acquired by Sazerac—the company behind brands like Buffalo Trace and Fireball—in a deal that followed an estimated $500 million in annual revenue, according to Forbes. That same year, BuzzBallz expanded its reach through partnerships with the athletic programs at Louisiana State University and Texas Tech University, bringing its drinks into stadiums, The New York Times reported.

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