Suntory Global Spirits is backing the US release of vodka-based RTD -196 with a Japanese-themed marketing push.
The vodka-based premix, which has been available in Japan since 2005, has commenced its rollout in the US and will be the subject of a digital-led activation that starts this month. ‘Unusual Your Usual’ centres around a spot that will run on YouTube as well as on the -196 social media channels.
Debuting with three flavour variants – grapefruit, lemon and peach – the RTD has gone on sale in 21 states at an SRP of US$19.99 for eight 35.5cl cans. Market-wide availability in the US will come on stream next year, according to the brand owner.
-196 is a reference to the temperature that the fruit is frozen to in its production process. ‘Freeze, Crush, Infusion’ is a proprietary process held by SGS’s parent, Suntory, that uses liquid nitrogen to reach the cold temperature.
Earlier this year, Suntory added a sugar-free extension to the brand’s portfolio in Japan.
Speaking exclusively to Global Drinks Intel in February, SGS CEO Greg Hughes expressed optimism about -196’s prospects overseas. “Our successes with … –196 … prove that there’s an opportunity to premiumise within [consumer] occasions and need-states, in the same way that there is in a sipping occasion for a bourbon or a cocktail occasion for tequila,” he said.
“The key is to understand the intersection between category, brand and where the consumer is at, and know that there’s a long-term trend towards premiumisation within those segments.”
