Tech in a can: Japan's -196 with a twist of British humour

Here's one to shake up the taste-buds. See what you make of this 30-second ad promoting -196, an alcoholic beverage owned by Japanese holding company Suntory, which set it up in its home country in 2005 and launched it in Great Britain earlier this year. The brand takes its name from Suntory’s proprietary 'freeze crush infusion technology' where the drink is made by freezing the whole fruit using liquid nitrogen at –196°C. The frozen zest, pulp and juice are then crushed into powder and infused with vodka, resulting in a refreshing drink. As explained by the brand: "The -196 “Method in the Minus” campaign takes inspiration from the drink’s complex formulation and the Japanese art of cutting edge, if quirky, solutions to any problem - from bullet trains and robot concierge to usb-powered heated slippers and using liquid nitrogen to freeze lemons at minus 196 degrees". There's a twist or British humour to add the final touch. Successful blend of cultures for a blended drink?

Keywords: –196 Method in the Minus, Suntory beverages, spirits commercials, Japanese alcohol sector, Droga5 London