Suntory Holdings recently announced the accelerated global expansion of Japan’s Ready-To-Drink (RTD) -196 (minus one-nine-six) brand, a fruit-flavored vodka-based RTD beverage, which will celebrate its 20th anniversary this year. Since February, the brand has been available in the United States in 21 states and will also be marketed in Great Britain and Germany starting in the spring. -196 will also expand into Southeast Asia by the end of the year. To bring freshness and joy through -196 and to further expand and interact with the brand’s fanatical consumers around the world, the company tailors -196 for each market to meet the tastes and preferences of local adult consumers.
Since its launch in Japan in 2005, -196 has grown to become Suntory’s best-selling canned RTD that continues to be well received by consumers, offering new value and exceptional quality in response to changing markets and consumer preferences.
On the other hand, the company began exporting to other parts of Asia in 2020 and adapted products with different flavors and alcohol by volume (ABV) content for launches in Australia in 2021 and China in 2023, which have been well received by local consumers.
“We are pleased to announce the global expansion of -196, which has been enjoyed by many consumers in Japan, Australia, the United States and other countries,” said Suntory RTD Company president Sho Semba. “Our company possesses superior liquid design and craftsmanship skills that were cultivated through more than 100 years of liquor and spirits production and RTD business experience gained in Japan, an advanced and mature RTD market. We will leverage Suntory Group’s global platform and our strength to expand our products and business worldwide.”he added.
In addition to -196, the company has a diverse portfolio in the RTD business, including the Japanese low-ABV Horoyoi RTD brand, and Beam SuntoryTM and Jim Beam Kentucky Coolers and Highball RTD brand of premium ready-to-serve cocktails On The Rocks.
The global RTD market is on an expansion path, with a CAGR of approximately 20%.1 between 2020-2022. Growth is expected to continue and, by 2030, the company estimates that the market will reach US$50 billion.2.
Suntory has set a target of $3 billion in RTD globally by 2030. Along with this global expansion of -196, the company will continue to develop and deliver innovative products worldwide, as it aims to become a world leader in the RTD sector.
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