Case History Database

From summer ale to seltzer, “innovation” in the drinks industry usually just means jumping on the latest bandwagon. But not in the case of -196. This isn’t just the story of a new product, but a distinctive new brand that turned category convention on its head and turned Aussies onto an obscure shochu drink that was “big in Japan”, but unknown here. In one year, the ‘Extreme Japanese Spirit’ campaign helped -196 overtake ‘White Claw’ to become the no.3 Light RTD, delivering an ROI o Beam Suntory Australia’s most successful launch ever. Or as our ads would put it: “RIDICULOUS!”