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METHOD IN THE MINUS
We launched -196, a delectable Japanese-inspired RTD cocktail, with a single mission: to stand out in an increasingly crowded market. Competing against brands like Moth and White Claw, whose feeds are saturated with the same predictable aesthetic, good looking people sipping cans in the sun. How boring. An aesthetic that we all know Gen-Z do not relate to. So, we set out to do things differently. And voilà, the following always-on content was born.



🍋 Ft me eating a lemon 🍋


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