Japanese-Inspired Vodka Seltzer -196 Brings Whole-Fruit Flavor to US Market

Suntory Global Spirits' -196 vodka seltzer brand leverages Japanese craftsmanship and innovation to stand out in the growing RTD category.

Published on Mar. 9, 2026

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Suntory Global Spirits has launched its -196 vodka seltzer brand in the US market, aiming to bring Japanese ingenuity and a whole-fruit flavor experience to the ready-to-drink (RTD) spirits category. The brand uses a proprietary "Freeze, Crush, Infusion" process to capture the essence of real fruit, setting it apart from other RTD offerings. With a focus on flavor exploration and accessibility, -196 is targeting legal-drinking-age Gen Z consumers through digital and experiential marketing that highlights the brand's Japanese heritage.

Why it matters

The RTD spirits category has seen strong growth in recent years, with premixed cocktails and spirit RTDs up 16.4% in 2025 to $3.8 billion in sales. As the RTD market continues to expand, brands like -196 are looking to differentiate themselves by delivering high-quality, innovative products that resonate with younger consumers seeking exciting flavor experiences.

The details

The core -196 lineup offers a range of fruit-forward flavors including Grapefruit, Peach, Lemon and Strawberry, as well as a Zero Sugar Lemon option and a variety pack. The brand's proprietary "Freeze, Crush, Infusion" process starts by freezing the whole fruit at -196°C, then crushing it and infusing it with premium vodka to capture the essence of the real fruit. This sets -196 apart from other RTD offerings that may use artificial flavors or concentrates.

  • In 2025, -196 launched in North America.
  • The brand is looking to introduce new flavor innovations in 2026.

The players

Suntory Global Spirits

A global beverage alcohol company that owns the -196 vodka seltzer brand.

Carol Robert

The president of international at Suntory Global Spirits.

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What they’re saying

“The U.S. ready-to-drink (RTD) beverage alcohol category is continuing to grow at a steady pace, and we believe this momentum is here to stay. RTDs have moved beyond a trend into an established part of how consumers drink today, driven by convenience, flavor, and versatility across occasions.”

— Carol Robert, President of international at Suntory Global Spirits

“Flavor exploration is at the heart of how consumers engage with RTD beverages today, and -196 Vodka Seltzer takes a fundamentally different approach to flavor. Our proprietary Suntory FCI process (Freeze, Crush, Infusion) is designed to capture the essence of whole, real fruit.”

— Carol Robert, President of international at Suntory Global Spirits

What’s next

Suntory Global Spirits plans to introduce new flavor innovations for the -196 brand in 2026 as it continues to grow in the North American market.

The takeaway

With its commitment to capturing the essence of whole, real fruit through a proprietary Japanese-inspired process, the -196 vodka seltzer brand is aiming to stand out in the crowded RTD spirits category by delivering a unique, flavor-forward experience for younger consumers.