Suntory is expanding its Japanese alcohol ready-to-drink (RTD) brand Minus 196 (usually known as -196) with the launch of the 6% abv -196 Peach.
The innovation will drive excitement within the alcoholic RTD category this spring, rolling out across wholesale and grocery throughout April in a 330ml can.
Delivering a unique blend of peach, vodka, soda and shochu, -196 Peach is the third flavour in the UK range and will join Lemon and Grapefruit.
Since its introduction to the UK in March 2024, -196 has grown expeditiously in popularity, particularly among shoppers aged 18-30 yrs old, Suntory said, with the brand currently worth over £4.1m.
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.
Aoife McGuigan, head of marketing for category expansion at Suntory Beverage & Food GB&I, said: “-196 Peach is a distinct and exciting addition to our range that builds on everything consumers already love about the brand - bold flavour, cultural relevancy and an authentic fruit infusion.
“-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.
“This year we’re doubling down on a social‑first strategy, amplified by collaborations with some of the biggest names in food and music, all to keep -196 front of mind.”
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