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). 

-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, follow @drinkminus196 on Instagram.