Following the successful launch of -196 Double Lemon last year, Beam Suntory is releasing a new flavour into the Australian market, with the launch of -196 Double Grape.
Beam said its decision to expand the -196 range has been driven by several market trends including a desire for light RTD drinks with higher ABV, which is growing at 52 per cent versus last year.
Like the -196 Double Lemon, Double Grape uses Suntory’s Freeze Crush Infusion Technology, which freezes the whole grapes in liquid nitrogen at -196°C. The frozen fruit is then crushed to create a powder which is then soaked in shochu and vodka, and then topped with soda water.
Beam Suntory Marketing Director, Trent Chapman, said: “Beam Suntory is in a unique position with the popularity of Strong Zero and now -196 within our Australian target consumer, and with that, we plan to cement our leadership role in bringing authentic and unmistakably Japanese flavours to this market.
“We couldn’t be more excited for the launch of -196 Double Grape ahead of the key summer period and are confident this flavour will translate in the Australian market – both with those familiar with the original Strong Zero Double Grape in Japan, as well as our new local -196 fans.”
The new RTD comes with zero grams of sugar and 112 calories and is set to reach the shelves of all major liquor retailers from late October 2022.