Minus 196 Takes Over St James Quarter This Weekend
Join -196 (minus one nine six) – Japan’s favourite ready-to-drink alcohol brand – as it takes over St James Quarter this weekend!
Article Source: -196
Last Updated: 23 July 2025 9:49
The Japanese alcohol ready to drink brand is sampling its premium vodka, shochu and fruits canned drink, frozen at -196 degrees, all accompanied by sets from global DJs.
This summer, join -196 (minus one nine six) – Japan’s favourite ready-to-drink alcohol brand – as it embarks on a nationwide UK tour. The unmissable immersive tasting experience invites adults to join the party and find method in the minus.
Made from shochu, vodka and soda, -196 delivers a bold new taste that captures the spirit of Japan with a crisp, balanced finish. The drink is created with proprietary FCI (Freeze Crush Infusion) technology, a unique method which freezes the whole fruit by using liquid nitrogen at -196 degrees Celsius, then crushes and infuses it with vodka and shochu, delivering naturally bold and satisfying fruit flavours.
Now, to truly bring people into the distinctive world of -196, the brand’s custom Suzuki Jimny and trailer bar will be arriving at city centres across the country, serving up unforgettable DJ performances, irresistible vibes, merch and free cans- available in both Lemon and Grapefruit flavours.
This weekend, -196 takes over St James Quarter- bringing the taste of Japan straight to Edinburgh. The stage will be set with performances from local DJ talent, whose electric tunes will transform St James Quarter into the coolest party spot in the city, encouraging everyone to let loose in true -196 style.
The pop up will be located at the entrance to the St James Quarter shopping centre, just off Leith Street, with the iconic giant, inflatable -196 can greeting passers by and welcoming them to join the party.
Running from 12 to 8PM, from Friday 25th to Sunday 27th, the pop-up welcomes visitors to enjoy the refreshing taste of a chilled -196 under the midday warmth, or to toast with friends as the sun sets— all while dancing, drinking and immersing themselves in the unique world of -196.
The tour will also be visiting Manchester (8-10 August) and finishing in Bristol’s Forwards Festival (23-25 August).
To find out more about -196, please visit, www.minus196.co.uk and follow @minus196uk on social media for the latest updates. -196 is available in Tesco, Sainsbury’s, Co-op, WHSmith, Yo! Sushi, Nisa, Bestway and local convenience stores.
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