Suntory Global Spirits - Jim Beam and Roku Gin triumph at FMCG Asia Awards 2025

The brands’ innovative & consumer-centric activations captured new discerning consumers through immersive, lifestyle-driven experiences.

Jim Beam and Roku Gin were recognised at the FMCG Asia Awards 2025 for distinctive achievements in consumer engagement across two markets. 

Jim Beam received the Pop-Up Experience of the Year - Malaysia, whilst Roku Gin earned the Lifestyle Campaign of the Year - Singapore.

Jim Beam Highball Bash: A festival connecting Gen Z culture & Highball fun!

In Malaysia, Jim Beam’s Highball Bash converted The Paper, APW in Kuala Lumpur into an interactive two-day showcase held from 26 to 27 September 2024. The pop-up focused on attracting younger (Gen Z) whiskey drinkers through music, design, and hands-on participation.

Korean-inspired experiences, live music, and street food stalls shaped the event atmosphere. Visitors created custom tote bags and charms, took part in photo sessions, and shared their content widely across social media.

Jim Beam also leveraged the global influence of K-pop group Le Sserafim, amongst other local influencers, to authentically embed itself in youth culture.

In creating an event that offered more than basic drinks sampling, the Highball drink was positioned as a lighter, sociable option that suited contemporary drinking occasions.

The activation drew over 1,200 attendees, who sampled 2,400 Highballs across the weekend. Survey data indicated that 90% of participants were comfortable ordering Jim Beam by name, and 85% planned to choose a Highball in future outings. Coverage extended well beyond the event itself, achieving earned media value of US$760,000 across 129 online features and 21 print mentions. The campaign marked a change in brand perception, positioning Jim Beam as accessible to a new generation of Gen Z consumers in Malaysia.

Roku Gin - Come Alive This Festive Season: Scaling the recruitment of new-age experience seekers by redefining the spirit of ‘Shun’ 

In Singapore, Suntory Global Spirits - Roku Gin launched Come Alive This Festive Season, a month-long activation at New Bahru - a month-long activation at New Bahru inspired by the Japanese philosophy of Shun. It invited consumers to pause, slow down, and truly savour the best of the season.

The campaign centred on three pillars: relevance, craft partnerships, and brand discovery. A standout activation was with Soilboy, a local plant design studio, where we combined cocktails with garden workshops—80 sessions sold out in just two days. At ECA:Merry Market, the Come Alive 360 Bar featured guest shifts by Asia’s 50 Best bartenders, creating an unforgettable experience. Throughout the month, Roku Gin served over 3,000 complimentary Roku Gin & Tonics at New Bahru. These partnerships reflect our commitment to collaborating with local brands and showcasing entrepreneurs whose craft and stories resonate with Roku’s artistry and ethos. The campaign generated measurable outcomes. Earned PR value rose by +114% (US$156,000 compared with a US$73,000 target) and generated earned interviews and social amplification. 

The Soilboy collaboration reached full capacity, and New Bahru recorded more than 76,000 visitors during the activation. Amongst attendees aged 25 to 34, 90% described Roku Gin as “a brand for someone like me,” and 84% recognised it as “a stylish gin brand.” The results confirmed the effectiveness of a locally anchored, experience-driven approach to brand engagement in Singapore.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].