Suntory -196 customer insight and marketing strategy

Marketing Talks · Nov 5, 2025 · 5m

This episode discusses how Suntory successfully launched a new series of its -196 canned alcohol beverage, which achieved massive initial sales by moving away from focusing on functional differentiation and instead targeting the "center of the market" based on consumer intuition.

Suntory’s extensive two-year consumer research, which included anthropological participatory observation, revealed that buyers select drinks based on the immediate, intuitive feeling of "it looks delicious," rather than the functional features like unique manufacturing methods, alcohol content, or sugar levels that…