Whisky is one of the most popular alcoholic drinks in the world. However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink. Our challenge was to attract younger drinkers and once again to create the golden age of whisky.

Art of Japanese Whisky

Suntory’s whisky is known for its sensitive taste created by artistic craftsmanship. This plan embodied such craftsmanship by using cutting-edge technology.

Innovative “Suntory” Experience

3D on the Rocks is a new service that goes beyond a mere promotional campaign.

The strong linkage with the brand was achieved by innovating users’ “Suntory experience.”

Use of whisky as media

The ice cube that embodies the “Art of Japanese Whisky,” the concept of Suntory’s whisky, functions not only to bring young people to the bar but also as media, shared on SNS.

3D on the Rocks - The world’s first 3D-milled ice cube to enjoy with whisky in your desired shape. All you have to do is send your desired 3D data to a special site. Then, our specially designed CNC router shaves a one-of-a-kind ice creation just for you. To make 3D on the Rocks an even more magical experience, we also opened a pop-up bar in central Tokyo for fans to experience this new way to enjoy whisky with their own 3D milled ice cube. We provided a totally new experience by using whisky itself as media.

We rocked the world in just two weeks. Over 5 million Tweets from 47 countries spread the story around the world. Especially, young people who had no interest in whisky shared the news one after another and created a huge social buzz ever in whisky history. More than a hundred inquiries were made to install our 3D on the Rocks service at bars which contributed to Suntory whisky sales. We were covered on CNN, ABC, YAHOO!, CNET and many other local and global news and trend sites. And finally, we succeeded in bringing young people to the bar to drink whisky.