NEW YORK, May 15, 2025 -- Suntory Global Spirits is excited to announce the nationwide launch of -196™ [pronounced "minus one-nine-six"], an innovative vodka seltzer that brings unexpectedly bold, whole-fruit flavor and Japanese ingenuity to the Ready-To-Drink (RTD) category. Just in time for summer, -196™ introduces a new Strawberry flavor made with whole fruit flavor, premium vodka and just three grams of sugar. This vibrant addition complements existing permanent flavors: Lemon, Grapefruit and Peach.
Strawberry embodies the essence of -196™, a crisp, fruit-forward experience that tastes like a juicy, sun-ripened strawberry with no aftertaste offering a harmonious balance between sweetness and tartness, with a crisp, clean finish. Like every -196™ vodka seltzer, Strawberry is carefully crafted using Suntory's proprietary Freeze Crush Infusion (FCI) process—a technique rooted in Japanese craftsmanship that flash-freezes the whole fruit in liquid nitrogen at exactly -196°C, crushes it and then infuses it into premium vodka to capture ultimate taste. The result is a uniquely delicious seltzer that captures the full essence of a real entire fruit— juice, peel, oils for whole fruit flavor.
"-196™ is not a typical canned vodka seltzer; it's a celebration of Japanese ingenuity, and a tribute to what's possible when innovation and intention meet," said Carol Robert, managing director of U.S. ready-to-drink at Suntory Global Spirits. "With our national launch and the addition of Strawberry, we're audaciously charting new territory within the RTD category in the U.S. and redefining what real fruit-forward refreshments should taste like."
In addition to Strawberry, the full flavor permanent lineup includes:
-
Lemon: Bright lemon zest with a tart edge and subtle sweetness, reminiscent of a freshly squeezed lemon over ice.
-
Grapefruit: Punchy, bittersweet citrus layered with delicate floral notes and a clean, dry finish.
- Peach: Juicy yellow peach with soft florals, bright acidity, and a slightly tart snap on the finish.
-196™ vodka seltzer is available in single flavor four-packs and eight-can variety pack. Each single flavor four packs of -196™ has a suggested retail price of $10.99 USD and $19.99 for the eight can variety packs. For more information about -196™ and its unique FCI process, visit https://us.minus196.com/ and follow @drinkminus196 on Instagram. To find cans near you, visit: https://us.minus196.com/locate.
About -196™
-196™ [pronounced "minus one-nine-six"] Vodka Seltzer is a bold, fruit-forward vodka seltzer from Suntory Global Spirits, crafted with a one-of-a-kind Freeze Crush Infusion (FCI) process developed in Japan. By flash-freezing the whole fruit at exactly -196°C and infusing it into premium vodka, -196™ Vodka Seltzer captures the complete essence of real fruit—juice, peel, oils, and all. The result is a clean, crisp seltzer that delivers full-bodied flavor with every sip. Now available nationwide in four distinct flavors—Lemon, Grapefruit, Peach, and Strawberry—-196™ Vodka Seltzer offers a refreshing twist on the vodka seltzer experience. For more information, visit www.suntoryglobalspirits.com and follow @drinkminus196 on Instagram.
About Suntory Global Spirits
As a world leader in premium spirits, Suntory Global Spirits inspires the brilliance of life, by creating rich experiences for people, in harmony with nature. Known for its craftsmanship of premium whiskies, including Jim Beam™ and Maker's Mark™; Japanese whiskies, including Yamazaki™, Hakushu™, Hibiki™ and Toki™; and leading Scotch brands including Laphroaig™ and Bowmore™, Suntory Global Spirits also produces leading brands such as Tres Generaciones™ and El Tesoro™ tequila, Roku™ and Sipsmith™ gin, and is a world leader in Ready-To-Drink cocktails, with brands like -196™ (minus one-nine-six) and On The Rocks™ Premium Cocktails.
A global company with approximately 6,000 employees in nearly 30 countries, Suntory Global Spirits is driven by its core values of Growing for Good, Yatte Minahare and Giving Back to Society. The company's Proof Positive sustainability strategy includes ambitious goals and investments to drive sustainable change and have a positive impact on the planet, consumers and communities. Headquartered in New York City, Suntory Global Spirits is a subsidiary of Suntory Holdings Limited of Japan. For more information, visit www.suntoryglobalspirits.com and www.drinksmart.com.
-196™ Vodka Seltzer, Made with Vodka and Natural Flavors, 5.5% Alc./Vol. ©2025 Suntory Global Spirits, Inc. 11 Madison Ave 12th Fl, New York, NY 10010.
SOURCE Suntory Global Spirits
