Suntory Backs -196 Brand With National Campaign

Suntory Global Spirits is backing its -196 vodka soda brand with a new national ad campaign called “Unusual Your Usual.” According to Carol Robert, managing director of U.S. ready-to-drinks, the 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.” The spend wasn’t disclosed.

-196 is made from via a “freeze, crush, infusion” process in which whole fruit is frozen in liquid nitrogen at -196 degrees Celsius. The brand is at 6% abv and comes in lemon, grapefruit, and peach flavors retailing at $20 a variety 8-pack of 12-ounce cans. It’s currently available on Reservebar and at select retailers in 21 states, with nationwide distribution coming next year. According to Impact Databank, -196 had global volume of 25.9 million 9-liter cases last year.

“The RTD market stands out as a fast-growing segment, with growth expected to continue globally, and by 2030 we estimate the market to reach $50 billion,” Suntory Holdings CEO Tak Niinami told SND in May. “We are currently the world’s No. 2 RTD company in volume, and our ambition is to become the No. 1 in the world by 2030.”—Daniel Marsteller

Tagged : -196, Suntory Global Spirits

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