Beam Suntory launches bold new packaging for CNY

Whiskey brand Beam Suntory has released a new, special edition packaging for its Bowmore Islay Single Malt Scotch Whiskey for the Year of the Dragon. 

The packaging features a determined carp and its story of its transformation into a powerful dragon, it said in a statement. To capture this spirit of resilience, Leo Burnett Singapore, which worked with Beam Suntory on the packaging, found inspiration in an old Chinese proverb: “鲤鱼跳龙门” (The carp has leaped through the Dragon’s Gate).

Don't miss: Beam Suntory launches special edition whisky in honour of Chinese New Year

The proverb tells of a humble carp's journey to conquer the peak of a raging waterfall. Braving a turbulent journey, with waves cascading from above, the carp ultimately prevails in a final, triumphant leap at the peak, that miraculously transforms it into a majestic dragon – underscoring the enduring truth that only those who persevere can attain greatness.

Singaporean illustrator Kenn Lam worked on the design to capture the moment of the carp’s transformation into a triumphant dragon, revealed as the package glides open to reveal the Bowmore Single Malt nestled inside. On the back of the box, an original spring couplet (a two-line poem traditionally written during
Lunar New Year) tells the story of the carp and the dragon, written in hand-drawn,
contemporary Chinese calligraphy.

“For this Year of the Dragon limited edition packaging, we wanted to tell the story of Bowmore’s journey to greatness through a legend deeply embedded in Chinese culture. Bowmore is a Scottish brand that is less known in Asia. However, we see parallels between the Chinese legend and Bowmore's history, where a shared lesson emerges: that greatness belongs to those who persevere,” said Sharim Gubbels, Leo Burnett Singapore’s executive creative director.

“The story of transformation is heightened by the pack mechanism itself which, when opened, reveals the majestic dragon at end of the journey, alongside Bowmore’s own triumphant creation: a single malt scotch perfected over centuries of refinement,” he added.

Beam Suntory regularly changes up its packaging in honour of Chinese New Year. Last year, Beam Suntory, in partnership with Leo Burnett Singapore, released a special edition whisky for Lunar New Year. The Bowmore Islay single malt scotch whisky featured a stunning new packaging which showcased the illustration of the Bowmore distillery, history and traditional Chinese elements. 

The illustration of the packaging, created with Singaporean illustrator Erika Tay Qi Yin, incorporated elements that define Bowmore whisky such as the distillery sitting atop waves, the barley, casks and smoke. The design also featured the dynamism and elegance of the water rabbit, last year’s zodiac animal, with the style taking inspiration from the traditional brushstrokes of Chinese paintings which focus on flow and fluidity.

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