Suntory Beverage and Food GB&I enters RTD alcohol market with unique Japanese brand -196
SBF GB&I today announces its expansion into the ready to drink alcohol market with the launch of Japanese RTD brand, -196 (minus one-nine-six) in Great Britain. The company will launch two flavours of the brand, Lemon and Grapefruit, both with 6 per cent alcohol content.
Since its launch by Suntory Holdings in Japan in 2005, -196 has been a well-established canned RTD alcohol brand in the country and continues to grow in popularity. Following successful launches in Australia (2021) and China (2023), this year the brand sees further global expansion to Great Britain, Germany, the US and Southeast Asia.
The -196 brand name is a reference to the use of Suntory’s proprietary freeze crush infusion technology. This unique process freezes the whole fruit by using liquid nitrogen at -196°C and the frozen zest, pulp and juice are then crushed into powder and infused with vodka. The brand brings something new and different to the RTD alcohol category in Great Britain, combining a traditional Japanese spirit with modern technology to deliver an exciting new taste and experience for consumers.
This launch marks a significant move for us into the ready to drink alcohol market and is part of a much bigger strategy for portfolio growth. We’re very proud of our Japanese heritage and honoured to be launching one of Suntory’s iconic brands in our business for the first time.
RTD is the fastest-growing alcoholic beverage category globally, which witnessed an average growth rate of approximately 20% through 2020-2022. Growth is expected to continue, with the global market size estimated to exceed US$50 billion (£39.2 billion) by 2030. One of the most popular RTD alcohol brands in Japan, SBF GB&I’s launch of -196 is a key opportunity for its future portfolio growth in this category.
It’s our first step into alcohol but with years selling some of the UK’s most popular soft drinks and the continued strong performance of our brands, we know we can make it success. We have a number of people in our business who bring great previous experience of the alcohol market, so know we’re in a strong position to bring this exciting launch to consumers.
SBF GB&I is inspired by its “Yatte Minahare” company value which drives it to innovate with a spirit of bold ambition, seek out challenges and find new opportunities to create rich experiences for its consumers.
-196 will be launching in Great Britain from April.
-ENDS-
About the -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 flavours. Thanks to its ultimate refreshment, 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.
Notes to editors
Please note the distinction between Suntory Beverage & Food GB&I (SBF GB&I),
proud owners of iconic British
brands Ribena and Lucozade and part of listed company, Suntory Beverage & Food (SBF), and Suntory Holdings
Limited, the Japanese multinational alcoholic and non-alcoholic beverages company group.
Suntory Holdings Limited is the ultimate parent company of SBF GB&I and the two companies must not be used interchangeably. For the purpose of the news detailed above, please ensure to reference Suntory Beverage & Food GB&I (SBF GB&I) only.
The Suntory Group operates around the world and is working in each market to maximize the synergies within its assets, expertise and RTM network to launch -196. Suntory Holdings is partnering with Suntory Beverage & Food for Great Britain, and Beam Suntory in the US, Australia, Germany, China and Thailand.