Suntory Beverage & Food GB&I (SBF GB&I) is expanding its Japanese alcohol ready-to-drink brand, -196 (Minus 196), with the launch of -196 Peach (6% ABV). The flavour-led innovation will be driving excitement within the RTD category this spring, rolling out across wholesale and grocery throughout April in a 330ml can format.
Delivering a unique blend of peach, vodka, soda and shochu with bespoke ‘-196 crush credentials’, -196 Peach is the third flavour in the UK range, joining Lemon and Grapefruit. The new flavour taps into strong category and flavour trends. The total RTD market is now worth over £1b, while -196’s core target audience of Gen Z favours sweet, fruity RTDs. In addition, during development, –196 Peach received a strong positive reception in consumer testing, with 85% of consumers saying they would purchase the produc.
Since being introduced to the UK market in March 2024, -196 has grown expeditiously in popularity, particularly among shoppers aged 18 – 30 yrs old. The brand is currently worth over £4.1 million, a like-for-like increase of 762% on the previous year, with nearly 1.8 million units sold in 2025, an increase of 918% compared to 20244.
The ‘-196’ brand name is a reference to the unique Freeze, Crush, Infuse technology used to create the product, in which the whole fruit is frozen to -196°C and the frozen zest, pulp, and juice are infused with a balance of vodka, soda, and shochu – a traditional Japanese spirit. The process creates a drink that is refreshing in taste with an authentic fruit flavour.
Aoife McGuigan, head of marketing for category expansion at Suntory Beverage & Food 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.”
