Suntory Beverage & Food GB&I (SBF GB&I) is expanding its Japanese alcohol ready-to-drink brand, -196 (Minus 196), with the launch of -196 Peach (6% ABV). The flavour-led innovation will be driving excitement within the RTD category this spring, rolling out across wholesale and grocery throughout April in a 330ml can format.
Delivering a unique blend of peach, vodka, soda and shochu with bespoke “-196 crush credentials”, -196 Peach is the third flavour in the range, joining Lemon and Grapefruit.
Since being introduced to the UK market in March 2024, -196 has grown expeditiously in popularity, particularly among shoppers aged 18 – 30 yrs old.
The “-196” brand name is a reference to the unique Freeze, Crush, Infuse technology used to create the product, in which the whole fruit is frozen to -196°C and the frozen zest, pulp, and juice are infused with a balance of vodka, soda, and shochu – a traditional Japanese spirit.
“-196 has exploded in popularity over the past year. Through sell‑out festival moments, disruptive activations, and word-of-mouth from our repeat buyers, we’ve cultivated a brand that young people know and love,” said Aoife McGuigan, Head of Marketing for Category Expansion at Suntory Beverage & Food GB&I.