Beam Suntory: Ridiculous! How -196 defied the hottest trends to become Beam Suntory’s most successful launch ever.

Australian beverage brand Beam Suntory ran a launch campaign for its -196 ready-to-drink (RTD) product to grow value and volume sales and market share.

Executive Summary

From summer ale to seltzer, "innovation" in the drinks industry usually just means jumping on the latest bandwagon. But not in the case of -196.

This isn't just the story of a new product, but a distinctive new brand that turned category...

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