Suntory Taiwan takes home win at FMCG Asia Awards 2024

The ageing of its Kakubin brand brought the need for repositioning and premiumisation.

Suntory Global Spirit Taiwan clinched the Customer Experience Initiative of the Year - Taiwan category win at the prestigious FMCG Asia Awards 2024 for rejuvenating its signature Kakubin as a classic whisky brand through a pop-up event.

With the need to reposition and premiumise the brand amidst severe competition in the whisky category, Suntory Global Spirit Taiwan has launched the “Kaku-Kansen” campaign, which was conceptualised from the first 1:1 scaled Shinkansen train to deliver an authentic Japanese cultural experience that epitomises the essence of the Kakubin brand. The event has spanned for 10 days at the contemporary Taipei Performing Arts Centre.

To bring life to the authentic image of Japanese culture through this immersive journey, the company has collaborated with different personalities, as well as esteemed Japanese bartenders Maguchi Kazunari from the iconic highball Bar Rockfish and world-class champion Manabu Ohtake.

Since the event was inspired by Suntory Whisky's 100-year celebration, the company has also partnered with a new generation of professionals, celebrities and key opinion leaders in various fields to echo their own characteristics and the combination of the Kakubin brand identity. This aims to give a brand-new image of Kakubin whilst delivering the continuation of the century-old spirit of professionals.

This has resulted in a growing brand awareness to over 60%, which is dominating both in consumer mind share and market share in the segment. A stronger conversion from awareness to consideration has also been significantly increased amongst below-35yo cohorts, achieving the goal of attracting younger generation. Kakubin has also become one of the most regularly consumed whisky brands with a 20% growth.

This KakuKansen has carried “the truly Japanese whisky” with Suntory founder’s dream to all Taiwan whisky fans.

Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].