Suntory and Akcelo Launched SXSW Vending Machine Experience

Suntory, in collaboration with Akcelo, captivated audiences at SXSW Sydney with the return of the “Minus 196 EXTREME” Vending Machine, an immersive activation that pushed the boundaries of brand experience. The event highlighted Suntory’s Japanese heritage while utilising cutting-edge technology to create a dynamic, multisensory experience.

Akcelo played a pivotal role in the activation, leading the design and implementation of the 12-metre-tall display and its key features, seamlessly integrating multisensory elements to capture the vibrant energy of downtown Tokyo. The strategic initiative aimed to further establish Minus 196 in the Oceania market by enhancing consumer engagement through immersive experiences. 

Highlights of the activation included an infinity dance floor, neon-lit experiential zones, and a rooftop bar serving signature Minus 196 drinks with live DJ sessions, all designed to foster deeper consumer engagement and build lasting brand loyalty.

Aden Hepburn, CEO of Akcelo said, “A well-executed brand experience has the power to cut through a saturated market. This activation shows how evolving the experience year after year allows us to engage new audiences while still resonating with returning visitors. It reinforces the Minus 196 brand story and demonstrates how experiential marketing can play a key role in shaping consumer perception and loyalty.”

Trent Chapman, CMO, Suntory Oceania, said, “Our ongoing collaboration with Akcelo lets us showcase the 'Extreme Japanese Spirit' of Minus 196, taking it to new heights at SXSW Sydney.”