Japanese RTD brand rolls out a peachy new option
DRINKS giant Suntory Beverage & Food (SBF) GB&I has expanded on its Japanese alcohol ready-to-drink (RTD) brand -196 (Minus 196) with the launch of a new Peach flavour.
Rolling out across wholesale and grocery channels across April, the new flavour-led innovation from Suntory aims to drive further excitement across the RTD space by tapping into the popularity of the peach flavour. Each 330ml can comes at an ABV of 6% with an RRP of £2.89.
The drink delivers a unique blend of peach, vodka, soda and shochu – a traditional Japanese distilled spirit that is typically made using rice, barley, sweet potatoes, buckwheat or brown sugar – with bespoke “-196 crush credentials”.
This is in reference to the unique freeze, crush and infuse technology the brand employs in which the whole fruit is frozen to -196ºC and the frozen zest, pulp and juice are infused with a balance of vodka, shochu and soda.
The new Peach variant will sit alongside the brand’s core Lemon and Grapefruit variants and support the brand to tap into more category and flavour trends.
Aoife McGuigan, head of marketing for category expansion at SBF 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 delivered through our uniquely Japanese Freeze, Crush, Infuse technology.
“-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.
“With its on-trend flavour profile and ABV of 6%, which shoppers are increasingly seeking, -196 presents a major opportunity for retailers. 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. The brand is continuing to build strong cultural momentum, and -196 Peach is set to amplify that growth even further.”
