Royal Brackla – AMEA brand repositioning
The Challenge
Royal Brackla was being overlooked in AMEA markets. Bacardi instigated a pitch for the repositioning of the brand: to create one that could capture the hearts of Cultivados – an audience driven by status in the eyes of their peers.
The Strategy & Platform
Planning identified quality as a key driver for the Cultivado audience, alongside the founder’s entrepreneurial story as a point of aspiration.
To move this beyond the rational, I created Unforgettable Every Time. A platform inspired by the power of first impressions and the moment that inspired Scotch whisky’s first Royal Warrant: The King’s First Sip.
The Imaginarium is the living embodiment of this sensory world.
Creative Direction
As a visual expression of the King’s wonder, I worked with a 3D artist to create an abstract glass sculpture that now underpins the brand’s look and feel.
Working with composer Jon Baker, we added another sensory layer: unique soundscapes created for each of the three Royal Brackla expressions.
From there, we built the FY26 AMEA brand playbook: opening with the feeling of The King’s First Sip and Unforgettable Every Time, then translating that world across the creative platform, messaging, key visuals, experiential, partner guidance, PR & earned, digital & social, DCOM, on-trade, off-trade, advocacy, gifting and asset guidance.
Results you can count on
Markets across AMEA are investing in high-profile partnerships and multi-sensory activations, proving belief in the repositioning and its ability to flex across premium culture, audiences and occasions.
Imaginarium Vol. I Soundscape Salon
A full-sensory luxury experience in Korea, with choreography by contemporary dance artist Go Dong Hoon set to extended versions of the soundscapes, a Michelin-starred menu by Kang Min Chul, storytelling by brand ambassador Park Bumseok and an interactive cask wall.
Friends of BURO Exclusive Dinner
An exclusive Friends of BURO dinner at UMI Japanese Restaurant in Kuala Lumpur, bringing the platform into a world of Japanese fine dining, skyline views, guided storytelling, grooming rituals and custom sculptural accessories.
Tatler Asia’s Most Stylish Malaysia
Official beverage partner for Tatler Asia’s Most Stylish Malaysia, placing the platform inside one of the region’s most visible fashion moments, with cocktail pairings, an AI royal portrait booth and grooming experiences at The Chow Kit.
