Suntory Global Spirits’ Legendary Ready-To-Drink -196 Enters U.S. Market
Suntory Global Spirits’ Legendary Ready-To-Drink -196 Enters U.S. Market
A new U.S. focused campaign captures the spirit of the uniquely Japanese -196 canned spirit beverage
New York, NY (September 16, 2024) – Suntory Global Spirits, a world leader in premium spirits, today announced the U.S. launch of its Japanese inspired vodka seltzer brand, -196 (minus one-nine-six), with a dedicated national campaign, “Unusual Your Usual.” -196 is inspired by Suntory’s legendary Japanese Strong Zero brand, which has become the leading canned Ready-To-Drink (RTD) beverage globally for the company. The -196 brand is named for Suntory’s proprietary Freeze, Crush, Infusion (FCI) process, where the whole fruit is frozen in liquid nitrogen at -196 degrees Celsius to capture the whole, real fruit flavor. This process delivers a distinctly refreshing and flavorful taste within the Ready-To-Drink category.
The new campaign, “Unusual Your Usual,” taps into the unique humor and aesthetic of Japan, and brings to life the spirit of Japanese culture and advertising with a fun, vibrant style. Filmed on a sound stage in Tokyo, the highly visual ad recreates a mock -196 factory to showcase the exciting, fruit-forward energy of Suntory’s FCI process.
“With the expansion of -196 to the U.S. market, we are embarking on an exciting journey for this globally beloved brand that already enjoys a cult following,” said Carol Robert, Managing Director of U.S. Ready-To-Drinks at Suntory Global Spirits. The “Unusual Your Usual” campaign captures the authentic Japanese spirit that is core to our process, thinking and culture for the -196 brand that we know will resonate with U.S. audiences.”
Suntory has set a goal of becoming the #1 Ready-To-Drink company in the world. Along with the global expansion of -196, the company will continue to develop and deliver innovative products in the growing RTD category.
The campaign, created by award-winning creative agency Johannes Leonardo, will launch across YouTube and social media (Instagram and Facebook). View the “Unusual Your Usual” campaign hero spot [HERE] and hero still assets [HERE]. Supporting 15s films are FCI Song [HERE], Wrong Text [HERE], and You Too [HERE], Bath Time [HERE].
-196 is 6% ABV and available in lemon, grapefruit or peach flavors with a suggested retail price of $19.99 for 8 12oz can variety pack, available on Reservebar and select retailers in 21 states with nationwide availability coming in 2025.
To learn more about -196, visit https://us.minus196.com or follow @drinkminus196 on Instagram.
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About -196 (minus one-nine-six)
Launched by Suntory in Japan in 2005, ‐196 is a distinguished vodka‐based ready‐to‐drink beverage brand made with the company’s proprietary FCI (Freeze Crush Infusion) technology. This unique technology freezes the whole fruit by using liquid nitrogen at ‐196 degrees Celsius then crushes and infuses it with vodka, delivering naturally bold and satisfying fruit flavors. Thanks to its ultimate refreshing flavor the brand is loved by many consumers across different markets. ‐196 has been a beloved brand in Japan ever since its launch and continues to grow in popularity. With Suntory’s desire to have high‐quality products enjoyed by many more consumers across the world, in 2020, ‐196 broadened its reach beyond Japan to several Asian markets. In 2021, Suntory further extended the brand by launching in Australia, adapting its taste and packaging design to suit local preferences, and has shown phenomenal success. Today, tailored ‐196 is enjoyed across diverse markets and continues to perform strongly, reflecting its global advantages and quality craftsmanship.
About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands. Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker’s Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Teacher’s, Laphroaig® and Bowmore®, Suntory Global Spirits also produces leading brands such as , Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku™ and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.
A global company with approximately 6,000 employees in more than 30 countries, one of Suntory Global Spirits’ core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to educate and inform consumers to make the right personal choices about drinking. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information on Suntory Global Spirits, its brands, and its commitment to social responsibility, please visit www.suntoryglobalspirits.com and www.drinksmart.com.
Press Contacts:
Kate Nelson | Kate.Nelson@beamsuntory.com