Suntory Holdings Limited
Expanding “-196” global expansion
– Launching in 21 states in the US from February, and in Europe and Southeast Asia by the end of the year –
……
[Image 1: https://prtimes.jp/i/42435/1026/resize/d42435-1026-f97012b05b43854dc-0.jpg
&s3=42435-1026-0B1D81D81490D81409095EFFFEFFFEFFEFFEFFEFFEFFEFFEFFEFFEFFEFFEFFEFFEFFEFFEFFEFFEFFFE 557-2000×1260.jpg]
-196 (for the US)
Suntory Holdings Limited will expand the global expansion of its RTD brand “-196”, which is celebrating its 20th anniversary in Japan. Starting in February, we will gradually expand the sales area in the United States to 21 states, and from spring onwards, we will launch sales in the United Kingdom*1 and Germany in Europe. We also plan to expand our sales area to Southeast Asia by the end of this year. With products developed to suit the tastes of customers in each country, we hope that customers around the world can enjoy “-196” and further expand its fan base.
*1 Excluding Northern Ireland
Since its launch in Japan in 2005, the “-196” brand has been a long-selling canned chu-hi brand that provides new value in response to changes in the market and customer preferences, and has continued to be a part of customers’ daily lives. . Overseas, starting with exports to Asia in 2020, we will begin selling localized products with flavors and alcohol content tailored to local tastes in Australia in 2021 and China in 2023, both of which are performing well. doing. In addition to the “-196” brand, our RTD business covers market characteristics and customer preferences in each country, including the Japanese RTD brand “Horoyoi,” Beam Suntory’s RTD brand “On The RocksTM,” and the bourbon whiskey “Jim Beam” RTD.・We are expanding our RTD business globally to meet needs.
The global RTD market is on the rise, with an average annual growth rate of approximately 20%*2 from 2020 to 2022. It is expected to continue to grow, and the market size is estimated to exceed 50 billion US dollars*3 by 2030.
*2 IWSR 2023 RTD retail amount basis
*3 Based on retail price
Our goal is to increase global RTD sales to US$3 billion by 2030. In addition to expanding the global expansion of “-196,” we aim to become a global leading company in the RTD category by continuing to grow the RTD business in each country.
●Comment from Suntory RTD Company President Takumi Senba
[Image 2: https://prtimes.jp/i/42435/1026/resize/d42435-1026-bb95ff189dd3e92880ba-4.jpg&s3=42435-1026-430cdcce95db641888428f46d6c0b1b4-133×200.jpg] We are pleased to be able to release “-196”, which is loved by many customers in Japan, in many countries around the world.
We have the flavor creation technology cultivated through over 100 years of producing Western alcoholic beverages, as well as the RTD business know-how cultivated over many years of leading the RTD market in Japan. Leveraging the group’s global platform, we will expand our strengths around the world and propose a new alcohol culture tailored to the tastes and needs of customers in each country.
▽Contact information for inquiries from customers regarding this matter Suntory Customer Center https://www.suntory.co.jp/customer/
that’s all
More details about this release:
https://prtimes.jp/main/html/rd/p/000001026.000042435.html