Sazerac brings 99p shot brand to UK

Following the success of BuzzBallz, Sazerac has brought its shot brand 99 to the UK, with each 50ml serve priced at 99p (US$1.34).

The brand launches in the UK with 20 flavours, with its hero variants being Apple, Blue Raspberry and Cherry. Each flavour has an ABV of 15%. The launch will include a nineties-themed activation at the University of Birmingham and Birmingham City University on 19 May. The brand will bring The 99 Liquor Whip, a travelling ice cream van serving complimentary soft serves infused with 99 shots. However, instead of an ice cream van jingle, 99 has collaborated with viral dance act Milky, who will perform their song Just the Way You Are. The performance will be the group’s first in the UK since their appearance on Top of the Pops in 2002. The group has experienced a major resurgence this year following a re-entry into the UK charts, a remix with David Guetta, and more than 100,000 TikTok videos using the song. The collaboration is said to be a ‘cultural moment where nostalgia meets the now and the internet becomes IRL’. The brand said: “Rolling into the University of Birmingham and Birmingham City University, The 99 Liquor Whip will deliver a multi-sensory hit of flavour, music and memory. As exams wrap and summer approaches, 99 is inviting students to put down pens and pick up a 99p shot and party like it’s ’99.” The shot brand is available at various off-licenses in the UK and online. On Amazon, a 700ml bottle can be purchased for £10.99 (US$15). Earlier this year, Sazerac launched Baby Shots in the UK, a range of cocktail-flavoured shots built around ‘Gen Z pre-drinks rituals’ and ‘British going-out culture’. Like 99, each 50ml mini retails for 99p and sits at 15% ABV. The launches follow the success of BuzzBallz, which has gained cult status among Gen Z.