Following its overwhelming success in 2023, the -196 Extreme Vending Machine returns to SXSW, bigger and better than ever.
This year also marks the debut of Suntory House at SXSW Sydney — a fully immersive experience that dives deep into the 125-year legacy and bold ambitions of the global drinks giant.
It’s a must-see, bringing the energy and spirit of Suntory to life like never before.
This exclusive experience leaves a lasting impression, offering partners a glimpse into Suntory’s philosophy and history through to its bold future in Australia and New Zealand, with the new $3 billion partnership, Suntory Oceania, set to launch from mid-2025.
Surrounded by five unique, pioneering spaces, guests will enjoy Suntory’s premium portfolio of beverages against exotic backdrops, including the neon-lit streets of Tokyo, traditional Japanese architecture, and a digital garden.
“Suntory House offers a rare opportunity to share our story, showcase our dedication to craftsmanship and introduce our core partners to Yatte Minahare — Suntory’s fearless spirit to dream big,” said Darren Fullerton, CEO of Suntory Beverage & Food Oceania.
“This spirit defines everything we’re building with the Suntory Oceania partnership. It’s what sets us apart, driving our bold ambitions, fostering innovation, and empowering us to create a company where craftsmanship and sustainability lead the way.”
Momentum is building for Suntory as non-alcohol production officially begins at its new $400 million, carbon-neutral multi-beverage facility in Queensland.
This state-of-the-art site will power Suntory’s portfolio of over 40 market-leading brands and unlock full end-to-end ownership of its Oceania supply chain.
“With our own end to end supply chain, we will have unparalleled opportunities to drive product development and innovative category growth across our multibeverage portfolio. We’re ready to ignite the ANZ beverage market,” said Mark Hill, managing director, Suntory Global Spirits Oceania.
“Suntory House is our opportunity to bring customers and industry partners into the heart of what we do. It’s not just about telling our story—it’s about immersing our guests in the Suntory experience, sharing our passion for innovation, and demonstrating firsthand what sets us apart.”
Over 350 of Suntory’s partners in Oceania will be guided through this exclusive event, including:
• Light Waterfall – Showcasing Suntory’s commitment to sustainability and investment in water conservation.
• The Suntory Story – Featuring the legacy of founder Shinjiro Torii and Suntory Oceania’s ambitions for the region as it continues to Grow for Good.
• Suntory Streets – Pioneering RTD – A vibrant street scape featuring Suntory’s innovation behind Ready to Drink alcohol and non-alcohol beverages including Canadian Club, Jim Beam, -196, V Energy and Suntory BOSS Coffee.
• Reimaging Spirits – The Founders Way – An intimate bar setting showcasing the legacy and history behind Suntory’s expansive full bottle spirits portfolio.
• Suntory Bar – A bespoke experience with Suntory cocktails expertly paired with a Japanese omakase-style menu.