In beverage alcohol, not many categories experienced as strong of a year as ready-to-drink (RTD) spirit cocktails. In fact, during its annual economic briefing, the Distilled Spirits Council of the United States (DISCUS) reported that premixed cocktails, including spirit RTDs were up 16.4% in 2025, totaling $3.8 billion in sales.

Carol Robert, president of international at Suntory Global Spirits, believes that this performance exemplifies the reach and staying power of the RTD market.

“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,” she says. “RTDs have moved beyond a trend into an established part of how consumers drink today, driven by convenience, flavor, and versatility across occasions.”

Robert explains that the variety, flexibility, and varying ABVs and occasions that RTDs offer is why these products have resonated with U.S. consumers.

“Younger legal-drinking-age consumers are gravitating toward RTDs because they deliver exciting flavor experiences without the commitment of a full bottled spirit,” she says.

For a company like Suntory Global Spirits, which has a broad portfolio across the beverage alcohol market, it recognizes to be competitive in the RTD beverage alcohol space, brands need to deliver not just on product quality but on accessibility.

“Suntory’s RTDs like -196 and On the Rocks allow consumers to explore, experiment, and enjoy high-quality drinks in a way that feels accessible, and social,” Robert says.

With the company’s most recent RTD, -196 (pronounced minus one nine six), it’s looking to bring whole-fruit flavor and Japanese ingenuity to the RTD market.

“In 2025, -196 launched in North America and leaned into these kinds of trends by leading with our flavor-forward variety and innovation,” Robert says. “The core -196 lineup offers a range of flavor options including Grapefruit, Peach, Lemon and Strawberry in addition to Zero Sugar Lemon flavor and combo variety pack of up to eight unique flavor combinations, giving consumers the ability to experiment with flavor and have versatility depending on the occasion. As -196 continues to grow in North America, we are looking forward to introducing new flavor innovations with more to come in 2026.”

Recognizing the competitive market, Robert notes that what differentiates -196 from other RTDs is its ability to capture that real fruit flavor.

“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,” she says. “Our proprietary Suntory FCI process (Freeze, Crush, Infusion) is designed to capture the essence of whole, real fruit.”

To capture this flavor, it all starts with the processing of the fruit.

“The process begins with the entire fruit, which we freeze at -196 degrees Celsius,” Robert says. “We then crush the fruit and infuse it with premium vodka, resulting in an exceptionally fruit-forward flavor profile. This unique combination of Japanese ingenuity, a whole-fruit experience, and high-quality vodka sets -196 apart from other offerings in a crowded market, delivering a taste that is both distinctive and refreshing.”

What also sets -196 apart is the Japanese heritage that it part of the Suntory Global Spirits identity in what Roberts says can be found in the company’s approach to its product pipeline as well as its commitment to quality. 

“-196 embodies the Japanese spirit of innovation and craftsmanship, seamlessly integrating our rich cultural legacy into the brand’s narrative,” she says.

To share that narrative, -196 embraced traditional and digital marketing models.

“When we introduced -196 to the U.S. market, our marketing and social campaigns provided a captivating and playful glimpse into Japan’s vibrant, and attention-grabbing culture,” Robert says. “We showcased workers in bright yellow uniforms joyfully singing together, while oversized mallets dramatically smashed fruit on conveyor belts.

“This creative approach was deliberately enigmatic, tapping into the curiosity that many consumers have about Japan, while simultaneously highlighting our proprietary FCI (Freeze, Crush, Infusion) process,” she continues. “This reinforced the message that the exceptional innovation and flavor of -196 are deeply rooted in the meticulous craftsmanship that Japan is renowned for.”

When it comes to legal drinking age Generation Z consumers, the RTD brand connected with them where they engage the most: social networks.

“To effectively engage with legal-drinking-age Gen Z consumers, we strategically placed advertisements across popular platforms like YouTube, Facebook, and Instagram, ensuring that our message resonates with a digitally savvy audience,” Robert says. “Furthermore, we embraced karaoke — a beloved aspect of Japanese culture — by hosting lively karaoke events in major cities, NYC, Los Angeles, and Miami, to celebrate the arrival of -196 and create memorable experiences that connect our brand and heritage with our consumers.”

Although -196 takes its influence and processing from its Japanese heritage, the company offers slightly more range out of Japan, and the flavor profiles are designed for the specific markets.

“In Japan, -196 has a Strong Zero offering, which shares a similar flavor foundation to our U.S. offering but is bottled at 9% ABV,” Robert says. “-196 also has a mid-range offering at 5% and a zero-sugar range at 7% and 4% for those seeking moderation. The North American brand offering of -196 has 5.5% ABV. While both products use our proprietary Freeze Crush Infusion technology, the flavor lineups are tailored to reflect regional tastes and preferences in each market.”

Yet, no matter where consumers are imbibing with RTDs, Robert expects the category will see authentic differentiation, rather than convenience, to be the attribute that drives the market.

“Consumers are increasingly seeking bold flavors, high-quality products, and brands that resonate with their interests,” Robert says. “We anticipate continued growth in spirit-based RTDs, with global influences playing a significant role in shaping the products available on store shelves.

“-196 is well-positioned to thrive in this evolving landscape by introducing Japanese innovation, a flavor-forward portfolio, and a culturally relevant approach that appeals to legal-drinking-age Gen Z consumers,” she continues. “This strategic positioning allows -196 to grow alongside the next generation of RTD drinkers, establishing the brand as a leader in the current market.”