Suntory
JIM BEAM TAP!

An interactive mobile experience designed to spark conversation, entertain guests in Japan’s Izakayas.
https://www.suntory.co.jp/enjoy/jimbeamtap/?ke=hd

An interactive mobile experience designed to spark conversation, entertain guests in Japan’s Izakayas.

Execution
We began by observing real user behavior at simulated dinner parties to identify natural phone usage moments and social dynamics in Izakayas. This insight helped us shape the app experience to align with each phase of a typical drinking party, from arrivals to conversations, to bill-splitting and planning future meetups.

Our design team focused on building lightweight, fun, and socially relevant features that felt like a natural extension of the party. We conducted rounds of user testing and iterative prototyping to ensure the interactions were intuitive, engaging, and compatible with different seating layouts and group sizes. We also studied popular casual mobile games and social apps to incorporate game mechanics and UI patterns that would keep people entertained without disrupting the social flow.

Outcome
The project’s scope grew dramatically, after our pitch, the client increased the budget by 150% and expanded the rollout from 4 cities to 10,000 Izakayas across Japan.

Client
Suntory

Background
In 2019, Suntory redesigned JIM BEAM’s beer mug by adding a QR code, aiming to spark more engaging conversations over drinks and enhance brand recognition. Our team, along with two other digital agencies, was invited to pitch for the project, and our proposal was selected by the client.

Concept
JIM BEAM, often enjoyed as a highball, is one of the most popular drinks among young adults to those in their 40s. Since the new beer mugs would be placed in Izakayas—a common social setting—we designed an experience that could serve as an icebreaker for group hangouts, first meetings, and casual nights out.

Contribution
Strategy, Campaign Design, UX/UI Design

Sector
Food & Beverage