SBF GB&I to launch Japanese RTD -196 in April

• Supplier: Suntory Beverage & Food GB&I
• Product: -196
• RRP: TBC
• Available: April

Suntory Beverage & Food GB&I (SBF GB&I) is entering the alcoholic ready-to-drink (ARTD) space in the UK with the launch of Japanese brand -196.

-196 is launching in the UK this April, as well as Germany, the USA and southeast Asia, in Lemon and Grapefruit varieties. Both carry a 6% ABV.

It first launched in Japan in 2005, and has since expanded into Australia in 2021 and China in 2023.

The name -196 refers to Suntory’s proprietary freeze crush technology, which freezes fruit with liquid nitrogen at -196°C. The frozen zest, pulp and juice are then crushed into powder and infused with vodka.

Carol Robert, chief operating officer at SBF GB&I, said: “This launch marks a significant move for us into the RTD alcohol market and is part of a much bigger strategy for portfolio growth. We’re very proud of our Japanese heritage and honoured to be launching one of Suntory’s iconic brands in our business for the first time.”

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Currently, RTD products are the fastest-growing alcoholic segment globally, having witnessed an average growth rate of 20% between 2020 and 2022.

The segment is set to grow further, and is estimated to be worth more than £39.2bn by 2030.

Alpesh Mistry, sales director at SBF GB&I, said: “It’s our first step into alcohol but with years selling some of the UK’s most popular soft drinks and the continued strong performance of our brands, we know we can make it a success.

“We have a number of people in our business who bring great previous experience of the alcohol market, so know we’re in a strong position to bring this exciting launch to consumers.”

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