BuzzBallz is the new darling of the alcohol category, rocketing into the top 100 with the biggest absolute gain of any brand.
The RTD cocktails challenger – notable for its spherical packs – has added £73m [NIQ 52 w/e 18 April 2026] amid a boom for boozy RTDs.
Founded in the US in 2009 by teacher Merrilee Kick, BuzzBallz made its UK debut in summer 2022. The brand gained traction last year via independents and social media. It is now listed by Tesco, Sainsbury’s, Lidl, Morrisons, Waitrose and Co-op and has grown volumes by 952% – easily the fastest gain in The Grocer’s Britain’s Biggest Brands 2026 report.
“It’s been a huge year for BuzzBallz. We’ve loved seeing more and more consumers discover the brand, whether through friends, social media or spotting BuzzBallz out and about,” said Jess Scheerhorn, the brand’s president.
Consumers were “looking for something that’s convenient, packed with flavour and fun to share”, she added. “That’s exactly where BuzzBallz shines. With bold flavours, real cocktail strength and our instantly recognisable round shape, we’re giving consumers something that stands out from the crowd.”
BuzzBallz is now the UK’s bestselling pureplay RTD maker, having overtaken Au Vodka – which has recorded a 22.5% value gain on volumes up 29.7%. Rival Moth has also put in a strong performance, adding £11.1m. The three brands have contributed to a year-on-year value gain of almost 24% for the RTD cocktail market.
Its success highlighted how drinkers were “buying fewer but better-quality products”, said Tom Oakton, senior thought leadership specialist at NIQ. “A high rate of innovation is supporting the category’s growth by attracting shoppers through new, interesting flavours and appealing packaging.”
In stark contrast to RTDs’ buoyancy, sales of standard lager have rapidly deflated. Carling, Foster’s, Budweiser and Heineken are among the 10 biggest losers in the top 100 alcohol brands. They’ve shed a combined £125.9m, as continental lagers continue to steal share. In absolute terms, no brand has lost more value than Carling. It is down £42.9m.
Oakton pointed to “a willingness to trade up for the moments that matter. Consumers are premiumising to higher-quality drinks to create a ‘less but better’ drinking experience. In lager, this behaviour is clear as premium brands grow ahead of mainstream brands.”
Pricier world lagers Asahi, Peroni, Madrí Excepcional and Cruzcampo are all in strong growth.
Cruzcampo is once again a major success story in the off-trade. Its £66.3m gain is the second-biggest of the year, while no brand has added more litres than its extra 23.7 million.
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