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Suntory Beam Suntory Brand Strategy

Beam Suntory invites you to follow the rabbit into wonderful world of Bowmore


By John Glenday, Reporter

January 18, 2023 | 3 min read

The Islay single malt scotch whisky is celebrating the Lunar New Year and the Year of the Rabbit with special edition packaging that blends east and west.


Bowmore get the jump on the Year of the Rabbit with a blend of east and west

Leo Burnett Singapore and Beam Suntory have bounded into the Lunar New Year with colorful special edition packaging to mark the Year of the Rabbit.

Fusing depictions of the Bowmore distillery on the Isle of Islay with traditional Chinese elements, the globe-spanning illustration is the creation of Singaporean illustrator Erika Tay.

Inspired by the sea, barley, casks and peat smoke, the flowing visuals explode from a figurative keyhole, inviting Asian audiences to delve behind the history of the famed scotch whisky brand.

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In a nod to the animalistic associations of 2023, a stylized Water Rabbit takes pride of place on the 2023 packaging, reserved for the Canadian Core 12-year-old bottle, the Chinese 12-year-old Sherry bottle and an 18-year-old bottle for travel retail only.

Sharim Gubbels, Leo Burnett Singapore’s executive creative director, commented: “As a Scottish brand that’s lesser known in Asia, this packaging concept allows for the Asia region to gain familiarity of Bowmore with the Water Rabbit as a guide. We drew inspiration from Lewis Carroll’s Alice in Wonderland, where following the White Rabbit leads you through a portal to discover an extraordinary, new world. In a similar manner, we’ve used the keyhole from the iconic Bowmore vault padlock as the gateway into the rich and mesmerizing universe of Bowmore.”


Executive creative director: Sharim Gubbels

Senior art director: Janath Gamage

Copywriter: Kriffith Fernando

Head of art: Agnes Lee

Group account director: Adela Andrei

Senior account manager: Syazwani Soenar

Head of planning: Arielle Brustein

Head of print production: Jackie Lim

Print producer: Lawrence Ling

Print manager: Joice Lee

Senior retoucher: Ricky Haryadi

Illustrator: Erika Tay

3D artist: Thomas Quak

Project manager: Callista Koh

Operations director: Laura Lim

Suntory Beam Suntory Brand Strategy

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