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Beam Suntory has partnered with Leo Burnett Singapore to release a special edition whiskey in anticipation of the upcoming Chinese New Year. Bowmore Islay Single Malt Scotch Whiskey features stunning new packaging that showcases the Bowmore distillery’s illustrations, history and traditional Chinese elements.
The alcoholic beverage has been marketed to the public through a variety of mediums, including an increase in retail dress-up at travel retailers in Singapore, Thailand and Taiwan.It will also be featured on digital screens at Singapore’s Changi Airport departure terminal. .Operates on a global scale while also digitizing social assets ambaos The Chinese market will be released via WeChat.
The packaging illustrations, created in collaboration with Singaporean illustrator Erica Tay Chi Ying, capture elements that define Bowmore whiskey, including the distillery on top of the waves, barley, barrels and smoke. The illustrations seem to pop out of a keyhole, symbolizing the gateway to the history and legends that await in the world of Bowmore. According to the release, the design also features the dynamism and elegance of this year’s zodiac animal, the Water Rabbit, while the style draws inspiration from traditional brushstrokes in Chinese painting, which focuses on flow and fluidity. I’m getting
Since this bottle is meant for gift giving, the company aimed to create an elaborate and authentic packaging for the Chinese New Year celebration. Beam Suntory partnered with Tay to make this happen. Tay is known for his intricate levels of detail, the fluidity of his illustrations, and his style heavily influenced by Chinese folklore.
“As a lesser known Scottish brand in Asia, this packaging concept allows the Asian region to get familiar with Bowmore with the water rabbit as their guide. Inspired by the work of Lewis Carroll.” alice in wonderlandfollowing the White Rabbit, will lead you to a portal to discover amazing new worlds,” said Shalim Gabbels, Executive Creative Director of Leo Burnett Singapore.
Similarly, Leo Burnett used Bowmore’s iconic vault padlock keyhole as a gateway to the rich and enchanting world of Bowmore, Gubbels added.
The 2023 special edition packaging of the Lunar New Year series features Core 12 Year Bottle, 12 Year Sherry Bottle and 18 Year Bottle exclusively for global travel retailers. It will go on sale in his January leading up to the Chinese New Year.
The news comes just months after Beam Suntory extended its partnership with global digital media agency M&C Search Performance until 2024 after a year of cooperation. The company previously appointed M&C Saatchi Performance to handle digital operations until April 2022 in key countries in Southeast Asia, including Singapore, Malaysia, Thailand, Vietnam, the Philippines and Cambodia.
With this partnership extension, M&C Search Performance will continue to handle digital media planning, buying and strategy across Beam Suntory brands, including Jim Beam, Auchentoshan, Roku and Strong Zero in these key countries. This comes after Beam Suntory’s latest gin brand, Sui, has launched in Southeast Asia. First landing in Japan in 2020.
Related article:
Leo Burnett hires heavily as it expands its Singapore office
Beam Suntory Extends Digital Partnership with M&C Search Performance
Beam Suntory Toasts New Digital Agency Partnership Across Six Southeast Asian Markets
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