-196 Exists To Free

GO BIG in USA

Post 4 states test markets in 2023, starting in 2024, -196 has re-debuted in 23 states across the US in a big way with a new fresh look and a new fresh range.
Clear focus on “winning at retail”, the team are investing to establish the Physical Availability. The Lemon as the hero, with a disciplined approach, many of the stand-out POSM items have been developed showcasing Lemon right at the centre big, bold and proudly. With the benefit of the new variety pack (Lemon, Peach and Grapefruit), the impressive floor stocks displayed at key retailers like Target.

BIG on Disciplined Marketing Brilliance

In its third year in the market, Australia has introduced Double Peach as its third core flavor. This new flavor launch is aimed at recruiting new cohort of consumers (younger female groups, minimally cannibalistic and incremental to -196 TM).
Australia being one of the most disciplined strategic marketing practioners, importantly, the Double Peach launch is executed in the way to give a good boost to overall brand awareness and presence while maintaining a strong focus on its hero flavor, Double Lemon.

GO BIG with Strategic GTM

In the RTD market where key Full-Bottle-Spirits brands dominate, Germany took a strategic approach to invest more than a fair share in the target-consumer rich areas. In order to carefully plan this new playbook, which has not been done before, the teams across Marketing, Commercial Sales and Field teams all united to identify the target-consumer rich geographies, channels and customers.
Kiosk (called Spati) in Germany is a channel which SGS Germany has not focused before, however this is the channel where our young consumer targets socialize frequently. The team planned Kiosk specific call-cycles by field teams, created the “sell-in packs” to promote the listing, merchandized Kiosk friendly counter-units and made the entire German team to be the Sales rep visiting the Kiosk in their neibourhood to gain distribution & visibility - much like “Muginone　麦の根” activity in Japan.

BIG IN JAPAN making
a BIG SPLASH IN THE UK

Discover the new ultimate refreshment here in the UK! Our KV proudly hero the Lemon can in a most refreshing way and rolled out across many different touch points brilliantly – Bus wrap (on 196 bus route!), Boom gate, Train station and Street Poster to name a few. You can not simply miss -196 if you are living in London right now, and making a big splash to communicate the arrival of -196 in the UK that’s BIG IN JAPAN.