Introduction: In 2009, Merrilee Kick was a high-school teacher in Texas, holding down two full-time jobs and studying for a Master’s degree. She also had two sons and was facing financial challenges.
While marking school papers, she came up with an idea for an innovative ready-mixed cocktail. Southern Champion – the only woman-owned winery, brewery and distillery combination in the US – and its innovative BuzzBallz brand was born.
Fast-forward 15 years, and BuzzBallz, with its tennis ball-inspired shape, has established itself as a colourful, fun cocktail option. It has proven so popular throughout the US and in selected international domestic markets that leading global spirits company Sazerac has just completed its acquisition of the brand.
Kick and her team, which includes her sons Alex and Andrew and husband Tim, will remain active in the brand’s further development as BuzzBallz looks beyond sales on the US domestic market, and targets expansion into travel retail.
BuzzBallz Vice President International Development Todd Ziegenfus discusses the brand’s development and plans with The Moodie Davitt Report Associate Editor Colleen Morgan.
Please tell us something about BuzzBallz’s background. Where did the name come from and how did the product develop?
The BuzzBallz name was just part of the entire story surrounding the product that was the brainchild of our CEO, Merrilee Kick.
In the mid-2000s, she was a high-school teacher grading papers by her swimming pool when she thought it would be nice to have an alcoholic beverage by her that came out of a plastic container versus a breakable cocktail glass.
She ran with this idea and came up with the BuzzBallz signature spherical shape after seeing a glass votive in her house. Soon after, she saw a can of tennis balls and used that as inspiration for the BuzzBallz pop-top.
After graduating with her MBA from Texas Woman’s University, she started the company with no experience in the male-dominated alcoholic beverage industry. She used her tenacity and help from her family to build the brand from the ground up and to create a ready-to-drink cocktail that would revolutionise cocktail culture.
| As reported, BuzzBallz is represented in travel retail by FreeWorld Brands and was a first-time exhibitor at the recent IAADFS Sumit of the Americas in West Palm Beach, Florida. The brand is also set to take part in this month’s TFWA Asia Pacific in Singapore, 12-16 May (Level 2, J33). BuzzBallz has developed methodically over the past 15 years to reach domestic sales of 6.6 million cases (24 pieces) in 2023. Its products are all made in the USA, feature natural flavours, real fruit juices or creams, and are gluten-free and kosher certified. BuzzBallz offers wine-based and spirit-based cocktails for every occasion, with a 15% alcohol by volume in plastic containers made with recyclable materials and 15% PCR. The premixed cocktails do not require cold storage. The Buzzballz product line-up includes 15 flavours of cocktails with quirky names ranging from Forbidden Apple, Lotta Colada and Cran Blaster to Choc Tease and Strawberry ‘Rita. Wine-based Chillers are also available in 15 flavours, along with Biggies, 1.75l bottles of pre-mixed cocktails. Malt-based newcomers BuzzBallz Mixed Drinks are available in four flavours: Lime ‘Rita, Chili Mango, Espresso Martini and Strawberry ‘Rita. |
What makes BuzzBallz a perfect fit for the travel retail channel?
BuzzBallz are instantly recognisable for their small, portable size and bright colours. In a travel retail channel, they’re sure to immediately catch someone’s attention. Those who are looking for a premixed cocktail option will prefer a BuzzBallz that requires zero prep time (simply shake well to enjoy) rather than waiting and paying for something made at an airport or cruise bar.
Our BuzzBallz have a 61% repeat purchase rate, meaning consumers have memorable first impressions with our product and come back for more. Whether you are a regular or irregular traveller, you can count on BuzzBallz to be the perfect cocktail fix that you can look forward to next time you travel.
BuzzBallz are also known for their bar-standard 15% ABV, so they can expect crafted quality that works on their schedule.
Does the brand target a specific demographic?
BuzzBallz are primarily geared towards a Gen Z/early Millennial audience (25-35 years old), but our target consumer ranges anywhere from 21-54 years of age. Our audience slightly skews female, with most of our consumers in the engaged or married life stage. We have a diverse audience that is excited about trying new things in their on-the-go, busy routined lives.
BuzzBallz are popular with these demographics because they require zero prep time, are bold and colourful, have a vast range of unique quality flavours, and come in a non-breakable PET plastic container that can hold up with their on-the-go lifestyle.
What is the brand’s strategy in travel retail, bearing in mind it already has a strong following in the domestic market in North America? What regional markets are you considering, and will you be targeting airport retail or inflight and cruise?
As we retain dominance in US markets and grow as a company, we have been heavily invested in expanding into international markets. We’re currently sold in 29 countries and will look to travel retail to serve as a middleman so we can be available where someone is, where they may be going, and when they’re on their way there.
We have a popular and strong presence in the UK and are now exploring other countries and continents. Our product is appealing for any type of event and environment, so we look to be available in as many retail channels as possible.
Let’s consider BuzzBallz’s sustainability credentials. Is there a fear that BuzzBallz will be thrown away after use?
BuzzBallz are made with PET plastic, which has recyclable properties. One initiative we have as a company is to promote the recyclability of BuzzBallz containers after consumption.
This is evident in things like our partnership with TerraCycle, which incentivises consumers to recycle their BuzzBallz in participating US states for loyalty points that can be used towards exclusive swag. While we can’t ensure every single person disposes of their finished BuzzBallz in a responsible way, our organisation adheres to all responsible practices and emphasises said responsible practices to our consumers.
What are the brand’s long-term plans? Are we in for any further innovations and travel retail-exclusive products?
Our core initiatives are always to expand and innovate. We are always ideating and creating new flavours and products as well as refining our existing ones to ensure we deliver the best cocktails possible to our consumers. We have several new flavours we are working on right now that will be either a limited-time offer or permanent additions to the brand portfolio.
Regarding travel retail-exclusive products, we will see what interest gaps are missing that we could fill for consumers as we get more involved in the space. ✈
