A new flavoured shot brand is heading to the UK party scene, and it’s bringing nostalgia, music and ice cream with it. US cult favourite 99 is officially making its British debut this May with a university campus takeover in Birmingham.
Created by the group behind BuzzBallz and Fireball Whisky, 99 is launching with The 99 Liquor Whip — a travelling 18+ ice cream van experience designed to introduce students to the brand’s bold flavour range.
The activation will stop at both the University of Birmingham and Birmingham City University on 19 May 2026.
What Is 99 Shots?
Known for its bold flavours and high-energy branding, 99 Brand has built a cult following in the US thanks to its sweet-shop inspired drinks and playful party identity. The brand describes itself as delivering a “full flavour injection in every shot”, with intense fruity flavours designed to stand out from traditional spirits.
Following its UK launch, 99 Brand products are now available through selected off-licences nationwide as well as online retailers including Amazon UK.
Current flavours available in the UK include:
The launch marks the beginning of 99’s UK expansion, with more flavours expected to arrive later this year
The 99 Liquor Whip Brings an Adults-Only Ice Cream Van to Campus
To celebrate the launch, 99 is rolling out The 99 Liquor Whip — a retro-inspired ice cream van serving complimentary soft serve desserts infused with chilled 99 shots.
The campaign leans heavily into early-2000s nostalgia, combining sweet flavours, throwback aesthetics and live music performances to create an immersive student experience ahead of summer celebrations.
The brand says the activation is designed to channel the carefree energy of classic UK nights out while introducing a new generation to its cult US reputation.
Viral Dance Act Milky Returns for Live Performances
As part of the tour, viral dance act Milky will perform live at every stop, bringing their early-2000s anthem Just the Way You Are back to UK audiences.
The track has recently enjoyed renewed popularity online thanks to TikTok trends, chart re-entries and a remix collaboration with David Guetta.
99 says the performances are intended to create a “full-circle” moment where classic club culture meets modern internet nostalgia.
99 Liquor Whip Birmingham Tour Dates
The 99 Liquor Whip campus tour will take place on 19 May 2026 at the following locations:
University of Birmingham
- Guild of Students
- Edgbaston Park Road, Birmingham B15 2TU
- 2 PM – 3 PM
Birmingham City University
- Plot C2 (Opposite the Eagle & Ball Pub)
- Gopsal Street, Birmingham B4 7RJ
- 5 PM – 7 PM
Students attending the events must be aged 18 or over.
