Young adults, often described as sober-curious, are finding ways to navigate the rising costs of socializing by turning to small, potent canned cocktails. These beverages, typically priced between $3 and $4.50, offer a high alcohol content—ranging from 15% to 20% ABV—making them an appealing option for pre-event consumption.
The trend sees consumers choosing these affordable alternatives over more expensive bar drinks. Content creator Gizzelle Cade noted that the drinks are an "elite pregame drink and chaser," allowing individuals to achieve intoxication efficiently and affordably. "Let's be real, the economy is crap," Cade told The Post. "So it's better to pre-drink instead of getting cocktails at an event."
The popularity of these canned cocktails is amplified by social media, where users share taste tests, flavor rankings, and videos of themselves consuming the drinks before going out. The colorful packaging and distinct flavors also contribute to their appeal, making them shareable content. Popular flavors include Berry Cherry Limeade, Choc Tease, Strawberry ‘Rita, and Tequila ‘Rita.
Jess Scheerhorn, president of BuzzBallz, believes the brand's marketing strategy, which includes retail presence, seasonal activations, paid media, and social engagement, is key to attracting younger consumers. The brand emphasizes "authenticity, bringing people together and unapologetic fun," while also encouraging responsible enjoyment.
This trend also reflects a broader shift in drinking habits among young adults. While a 2023 Gallup survey indicated a decrease in overall alcohol consumption among adults under 35, there has been a concurrent surge in the popularity of high-ABV beverages, particularly ready-to-drink (RTD) options. RTD cocktails accounted for 20% of the distilled spirits market in 2024, with projected revenue growth.
Competitors like Cutwater also contribute to this market. Cutwater, known for flavors like Espresso Martini and Lime Margarita, offers ABVs as high as 13%. The "Cutwater Challenge," which involves consuming a four-pack, has also gone viral. Despite Cutwater's intention for its products to be diluted, many consumers opt to drink them straight for a more potent effect, citing economic reasons for seeking maximum intoxication from a lower price point.
The "BBC Challenge," a more extreme trend, involves chugging a BuzzBallz, a Beat Box, and a Cutwater sequentially. Videos of participants experiencing adverse effects from these challenges have also circulated online, highlighting the intense nature of this drinking behavior.