An activation in the UK for RTD powerhouse BuzzBallz by owner Sazerac Co has been found to have held a “particular appeal” to consumers under the country’s legal drinking age.
In February, the group’s UK division ran an event in central London based around a BuzzBallz-branded ‘Gacha Machine’. The activation resulted in a complaint to the industry-funded regulator, The Portman Group, that queried how “handing out free alcohol from a huge arcade machine, covered in emojis and cartoon characters, [is] socially responsible”.
A subsequent ruling by Portman’s independent complaints panel this week found in favour of the complainant, despite Sazerac UK countering that “the arcade concept was designed to appeal to an adult audience, as there had been significant growth in adult-focused experiential entertainment [in the UK]”.
“The many elements that made up this activity all had, in their own way, a particular appeal to under-18s,” said the complaints panel’s chair, Rachel Childs. “This is a precedent-setting case of which I would encourage all producers to take note.
“Age-gating an event is not enough to ensure that a promotional activity will not have a particular appeal to under-18s. Producers must be mindful of where such events are held as well as making sure the activity does not incorporate elements which have a particular appeal to under-18s, such as machines that are well-known for dispensing toys and sweets.”
Sazerac, which acquired BuzzBallz from founder Merrilee Kick in early 2024, added that the use of the arcade machine “was designed to reflect BuzzBallz’s brand’s packaging and personality – bold, fun, distinctive, and creative”.
The machine will not feature in future promotions for BuzzBallz.
