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Scotch Whisky

Beam Suntory Invites You to Follow The Rabbit This Lunar New Year

Leo Burnett Singapore and Beam Suntory have launched a campaign inviting people to follow the rabbit this Lunar New Year into the world of Bowmore Islay Single Malt Scotch Whisky. The new, special edition packaging, conceived for the 2023 Lunar New Year, features a stunning illustration of the Bowmore distillery and history while incorporating traditional Chinese elements.

“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,” said said Sharim Gubbels, Leo Burnett Singapore’s Executive Creative Director.

“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 mesmerising universe of Bowmore.”

The illustration, created with Singaporean illustrator Erika Tay, “incorporates elements that define Bowmore whisky such as the distillery sitting atop a swell of waves, the barley, casks, and peat smoke.”

According to the campaign: “The illustrations appear to burst out of the keyhole to symbolize the gateway into the history and legend that awaits within the Bowmore World. The design also features the dynamism and elegance of the Water Rabbit, this year’s Zodiac animal, with the style taking inspiration from traditional brushstrokes of Chinese paintings which focus on flow and fluidity.”

The 2023 special edition packaging for the Lunar New Year range features the Core 12-year-old bottle (available in Canada only), the 12-year-old Sherry bottle (China only) and an exclusive Global Travel Retail 18-year-old bottle (Travel Retail only). It will be on sale during the month of January leading up to the Lunar New Year.


Sharim Gubbels – Executive Creative Director

Janath Gamage – Senior Art Director

Kriffith Fernando – Copywriter

Agnes Lee – Head of Art

Adela Andrei – Group Account Director

Syazwani Soenar –  Senior Account Manager

Arielle Brustein – Head of Planning

Jackie Lim – Head of Print Production

Lawrence Ling – Print Producer

Joice Lee – Print Manager

Ricky Haryadi – Senior Retoucher

Erika Tay – Illustrator

Thomas Quak – 3D Artist

Callista Koh – Project Manager

Laura Lim – Operations Director

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