• by Teresa Buyikian , July 14, 2025

The RTD market has exploded in popularity  in recent years, as consumers lean toward convenience and portability instead of making their own cocktails.  The global alcoholic RTD market size was estimated at $18.81 billion for 2024, and forecast to reach $28.76 billion by 2034, per Fortune Business Insights.

Japanese alcohol powerhouse Suntory is throwing its hat in the crowded U.S. RTD vodka soda arena globally with -196, pronounced "minus one nine six." The product is available in Lemon, Strawberry and Peach flavors nationwide, with a 5.5% ABV.

The new RTD’s point of differentiation is its proprietary freezing technology, which results in “preserving the … taste, aroma and essential oils of the entire fruit.”

Touted by Suntory as the #1 vodka seltzer in Japan already, -196 has also released a combo flavor variety 8-pack for summer, with the flavors Strawberry & Watermelon, Lemon & Lime, Strawberry & Pineapple and Lemon & Raspberry for an average SRP of $19.99.

Marketing Daily asked Carol Robert, managing director, U.S. RTD for Suntory Global Spirits, about the brand’s production process and how it’s introducing itself to U.S. consumers.

Marketing Daily: How does -196 differ from other U.S. RTD cocktails?

Carol Robert: -196 Vodka Seltzer gets its name from Suntory’s proprietary Japanese process known as Freeze Crush Infusion—a technique rooted in Japanese craftsmanship. Fresh whole fruit is frozen in liquid nitrogen at -196 degrees Celsius, then crushed into a powder and infused in vodka and seltzer.

The essential flavor is maintained by freezing and crushing the entire fruit. The result is a seltzer that captures the full essence of fruit, and delivers a truly new and different taste from what’s in the category today.

Marketing Daily: How are you marketing -196 in the U.S.? What is the target?

Robert:  We're shaking up our marketing strategy with -196, targeting legal drinking age Gen-Z RTD consumers who seek authentic connections with brands. Our debut TikTok campaign, “Flavor Science,” launched in Q2, showcases our humor and Japanese aesthetic while highlighting our taste. We're focused on building a vibrant community on social media, engaging directly with fans and collaborating with content creators to boost awareness and credibility.

Beyond digital, creating trial opportunities is crucial, as our flavor truly stands out from the crowd. From in-store sampling to exciting karaoke pop-up events in key cities, we're driving liquid to lips through brand experiences.

Marketing Daily: Any specific marketing activations around the new summer flavors?

Robert: 2025 was the first year -196 was available nationally, so there is heavy lifting to do on overall brand awareness. Our summer plans include a surge of media activity, with 90% of the media plan focused during this time.

We’re also building momentum through cultural experiences and partnerships, such as our pop-up at Head in the Clouds Music Festival (in Los Angeles May 31-June 1 and Brooklyn  Sept. 20) and collaborations with such celebrities as Jenn Trann ("The Bachelor") Kim Chi (“RuPaul’s DragRace") and  Skylar Astin ("Pitch Perfect") at our karaoke-themed bar takeovers.