-196

Early summer, and the competition for alcoholic drinks is heating up. Makers of the Japanese version of alcopops, Chu-Hi, have come out with new products and flavours since April. Suntory has released a new Chu-Hi Brand with -196. Hailed as a breakthrough in the ads, the fruits are frozen at -196 degress in order to achieve maximum flavor, then processed into a powder which is dissolved in the drink. The website drives home this point with lots of exploding lemons.