The Best-Selling Pre-Mixed Cocktail in the World Is Coming to the US for the First Time

(Photo: Suntory Global Spirits)

A fan-favorite Japanese cocktail is finally making its way across the Pacific Ocean.

On Wednesday, -196 announced the launch of its popular Lemon, Grapefruit, Peach and Strawberry vodka sodas to retail markets across America. If you’ve never heard of the brand — no worries, you’re not alone. Though there are a few details you’ll want to know first. Namely, that its three-number name is derived from a proprietary Freeze Crush Infusion process, in which the company claims that whole fruits are frozen in liquid nitrogen at -196°C, crushed and added to the recipe.

To call the vodka seltzer a Japanese staple — or even an international bestseller — would be a vast understatement.

-196 shipped a total of 27.8 million cases in 2023, making it the fifth best-selling spirit-based product of any kind that year. The only brands that surpassed it were Royal Stag, McDowell’s Whisky and Jinro (all dedicated liquor imprints), alongside White Claw, which mostly specializes in malt-based options.

Though the brand doesn’t advertise itself as such, it stands to reason that -196°C is the most popular dedicated pre-mixed cocktail brand worldwide. America’s favorite alternative, High Noon, has historically sold around 6 million fewer cases each year.

“-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,” Carol Robert, managing director of U.S. RTD at Suntory Global Spirits, remarked in a news release. “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.”

A U.S.-centric launch has been a long time in the making. Nearly every time I’ve opened Instagram since last summer, I’ve invariably been met with this one specific ad of lemons being frozen, smashed and processed in a Willy Wonka-esque vodka seltzer factory — complete with a neat little song and dance number. At the time, it wasn’t clear to me why a Japanese RTD would be getting pushed so frequently on American consumers. Alas, it’s now starting to come together.

Drinkers in the U.S. can now pick up the 5.5%-ABV cocktails at a suggested retail price of $10.99 per 4-pack and $19.99 per 8-pack. Each of the three flavors is made with whole fruit flavor, vodka and just three grams of sugar. 

The brand is owned by Suntory Global Spirits, the conglomerate behind Jim Beam, El Tesoro Tequila, Cruzan Rum and myriad Japanese whiskies including Yamazaki, Hibiki, Hakushu and Toki. Its best-known ready-to-drink offering in the United States is On The Rocks, a pre-mixed cocktail brand that remixes classic recipes with the spirits from the company’s extensive portfolio.

Previously exclusively a bottled cocktail company, On The Rocks earlier this month unveiled its first sparkling canned cocktails, available in Sparkling Lime Margarita, Mango & Mint Mojito and Cucumber & Lemongrass Mule.