Beam Suntory: Follow the rabbit into the world of Bowmore


Leo Burnett Singapore and Beam Suntory invite you to follow the rabbit this Lunar New Year into the stunning world of Bowmore® Islay Single Malt Scotch Whisky. The new, special edition packaging, concepted 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. 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,” said Sharim Gubbels, Leo Burnett Singapore’s Executive Creative Director.

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. 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.



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