Strong Zero

−196 °C Strong Zero (commonly referred to as Strong Zero or −196) is a brand of chūhai produced by Suntory Global Spirits.[1] It is currently sold in Japan, Taiwan, the Philippines, Australia,[1] the United States,[2] and the United Kingdom.[3] As with other types of chūhai, it is available in a variety of different flavors, and is often sold at convenience stores and through vending machines.[4] The "strong" portion of the name comes from the fact that the drinks have relatively high alcohol content (9% ABV in Japan).[5] The "zero" refers to what the manufacturer calls "sugar-free".[6] According to nutrition labelling standards in Japan, a beverage product can be labelled as sugar-free as long as it does not exceed 0.5 g of sugar per 100 mL.[7]

Strong Zero is made by freezing fruit in liquid nitrogen. Liquid nitrogen has a boiling point of −195.8 °C (−320 °F; 77 K), and hence the "−196 °C" in the name. The frozen whole fruit is then pulverized and soaked in beverage alcohol. The final beverage contains the fruit juice, shochu, vodka and soda.[8][6][1] The process produces a relatively low calorie and low sugar drink. As with many food and drink products available in Japan, new flavors are often released to coincide with the seasonality of different ingredients.[9][10]

Australia

The brand was launched in Australia in June 2021 under the name "−196", initially with a "Double Lemon" flavour packaged in 330 mL cans.[1] The Double Lemon product has 6% ABV, 0.3 g sugar, and 122 calories per serving.[11] The launch of −196 Double Lemon in Australia in 2021 was the largest launch in the Australian ready-to-drink (RTD) alcoholic beverage market in the preceding five years, and the product initially went out of stock upon its introduction.[12][13] The initial launch was supported by two ads featuring Japanese characters of a sumo wrestler and a samurai warrior that play with a lemon to create the lemon juice for the premix. The ad campaign was awarded with three Australian Effie Awards in 2022.[14]

Following the success of the Double Lemon flavour, Beam Suntory launched a "Double Grape" flavour in Australia in October 2022.[15] The Double Grape flavour comes in the same size cans and has the same ABV, and has 122 calories and has 0.0 g of sugar per serve.[11]

United States

The brand launched "-196", pronounced "Minus One Nine Six",[16] in the United States in September 2024. The initial flavors offered are "Lemon", "Peach", and "Grapefruit".

References

  1. ^ a b c d Hughes, Dan (2021-05-10). "Beam Suntory to launch new RTD in Australia". The Shout. Retrieved 2023-01-10.
  2. ^ Nelson, Kate (2024-09-16). "Suntory Global Spirits' Legendary Ready-To-Drink -196 Enters U.S. Market". Suntory Global Spirits. Retrieved 2024-09-21.
  3. ^ Thomson, Johanna (2024-02-16). "SBF GB&I brings Japanese brand -196 to the UK". Talking Retail. Retrieved 2024-10-16.
  4. ^ Michel, Patrick St (2020-01-18). "Social media turns its back on Japan's beloved strong alcoholic beverages". The Japan Times Online. ISSN 0447-5763. Retrieved 2020-04-22.
  5. ^ Jones, Wil (2019-07-22). "Strong Zero: The Japanese 9% ABV low-cost cocktail in can that is becoming a cult favourite in the West". Joe. Retrieved 2020-04-22.
  6. ^ a b "1本で酔える！｢高アルコール飲料｣の吸引力 | 食品". 東洋経済オンライン (in Japanese). 2018-04-20. Retrieved 2019-06-18.
  7. ^ "-196°Cストロングゼロ サントリー". -196°Cストロングゼロ サントリー (in Japanese). Archived from the original on 2020-08-09. Retrieved 2020-04-22.
  8. ^ "「－196°Cストロングゼロ」「－196°Cストロングゼロ〈DRY〉」—「やってみなはれ」の精神があればこそ｜飲食品でヒット商品をつくる｜J-Net21[中小企業ビジネス支援サイト]". J-Net21[中小企業ビジネス支援サイト] (in Japanese). Archived from the original on 2018-06-05. Retrieved 2019-06-18.
  9. ^ Cabrera, David (2019-03-31). "My Japan Trip 2017–2018: Drinking in Japan and Strong Zero". Medium. Retrieved 2020-04-22.
  10. ^ "Skint Melbourne Sesh Weapons Are Buying All Of The City's Japanese Pre-Mixes". Pedestrian TV. 2018-04-13. Retrieved 2020-04-22.
  11. ^ a b "-196 Extreme Japanese Spirit".
  12. ^ Doherty, Ioni (2022-10-18). "Number one RTD launches new flavour". Drinks Trade. Retrieved 2023-01-10.
  13. ^ Ward, Sarah (2022-09-30). "The Company Behind Japan's Strong Zero Is Bringing a New Double Grape −196 to Australia". Concrete Playground. Retrieved 2023-01-10.
  14. ^ "The Australian Effie Awards 2022 Winners" (PDF). Advertising Council Australia. Retrieved 2023-01-10.
  15. ^ Young, Andy (2022-10-17). "Minus 196 to launch new flavour in Australia". The Shout. Retrieved 2023-01-10.
  16. ^ "Frequently Asked Questions". -196 Vodka Seltzer. 2024-07-25. Retrieved 2024-09-23.