Suntory Global Spirits RTD brand -196 has become the second biggest selling RTDs in the world, behind White Claw in first place.

The brand rose from 12th place in 2022, selling a massive 27.8 milllion nine-litre cases in 2023.

Launched by Suntory in Japan in 2005, -196 is a ready-to-drink beverage brand made with the company’s proprietary FCI (Freeze Crush Infusion) technology. The technology freezes the whole fruit by using liquid nitrogen at -196 degrees celsius then crushes and infuses it with vodka.

The RTD’s first international market was Australia, where it launched in 2021. Its taste and packaging design were adapted to suit local preferences, with the aim of disrupting the seltzer-obsessed Light RTD category.

It was Beam Suntory Australia’s most successful launch ever. Its distinctive ‘Extreme Japanese Spirit’ campaign established -196 as the No.3 Light RTD in Australia within one year of launch, outselling White Claw and Smirnoff Seltzer in the process.

The RTD expanded into China in 2023 and this year has seen further global expansion to the UK, Germany, the US and Southeast Asia. 

RTDs are the fastest-growing alcoholic beverage category globally, with an average growth rate of approximately 20% through 2020-2022. Growth is expected to continue, with the global market size estimated to exceed US$50 billion (£39.2 billion) by 2030.

Suntory has described the growth of -196 RTDs in Australia as “explosive”.

“Australia is a very important test market for the global strategy,” Makoto Kitaura, a senior general manager at Suntory, told Reuters last year.

“If we have a success in Australia, then other Western countries like the US, the UK may have an interest to try a new brand. And we can see huge growth potential with the US market.”

Last year, Suntory Beverage & Food Limited President and CEO Makiko Ono said that the company would use its new Suntory Oceania subsidiary to trial the introduction of ready-to-drink beverages.

“As a beverage company, this is our first time to make RTDs, so I think this will be a new model we can use in markets such as Europe,” said Ono. “I would like to use Australia as a reference case.”