A one-of-a-kind Japanese-inspired convenience store is popping up in the heart of East London on Thursday May 16 to celebrate the UK arrival of -196 (minus 196), a Japanese pre-mix alcohol brand.
As soon as people cross the Konbini -196 threshold they will be transported to Japan in the Konbini before being immersed in a sensory experience through the freeze-crush walkway, inspired by Suntory’s proprietary freeze crush technology.
The journey ends in an Izakaya (Japanese bar) to enjoy minus 196 accompanied by music from a DJ, all with a minus 196 can in hand, which is said to deliver an ‘icy explosion and bold fruity flavours of lemon or grapefruit’. The Japanese bar offers a Tokyo Twist of vibrant neon lights and Japanese iconography celebrating the experience of Japanese pop culture.
Minus 196 is available in lemon and grapefruit flavour and is produced by Suntory, a global Japanese drinks company. It is made from shochu, vodka and soda using Suntory’s propriety freeze crush technology that freezes the whole fruit by using liquid nitrogen at -196°C. The frozen zest, pulp and juice are then crushed into powder and infused with vodka.
The Konbini -196 launch experience is hosted at Newspeak House, 133 Bethnal Green Road, London, E2 7DG on Thursday May 16, from 4pm-10pm. Tickets will be on sale at Eventbrite 196 hours before the store opening .
