Japanese craft gin brand Roku has unveiled a new campaign in partnership with Hollywood actress Elle Fanning and renowned director Sofia Coppola, deepening its creative collaboration with the world of film and fashion. The campaign, titled Come Alive with the Seasons, is a continuation of House of Suntory’s centenary celebrations and places Roku Gin’s distinct seasonal approach at the heart of its storytelling.
The campaign is the latest move by the House of Suntory to reinforce Roku’s identity as a gin deeply rooted in Japanese culture and nature, known for incorporating six unique botanicals sourced from Japan’s changing seasons.
A cinematic pairing with international appeal
The partnership sees Fanning, star of The Great and Maleficent, front the new campaign under the creative direction of Coppola, the Academy Award-winning director behind Lost in Translation, Marie Antoinette, and more recently, Priscilla. Their collaboration adds an artistic dimension to the campaign, reflecting Roku’s ethos of craftsmanship and subtle elegance.
Coppola originally partnered with House of Suntory in 2023 for its 100-year anniversary and has continued to lend her distinctive visual style to the brand’s storytelling. The new vignette created for Come Alive with the Seasons blends Japanese minimalism with dreamlike imagery, showcasing the role of seasonal ingredients in the gin’s profile.
Celebrating Japanese botanicals and traditions
Roku Gin, whose name translates to “six” in Japanese, is crafted using six seasonal Japanese botanicals: Sakura flower, Sakura leaf, Sencha tea, Gyokuro tea, Sansho pepper, and Yuzu peel. These ingredients are harvested at peak season to ensure maximum freshness and flavor. In addition, Roku includes eight traditional gin botanicals to deliver balance and complexity.
The seasonal campaign aligns closely with Roku’s philosophy of harmony between nature and craft. By featuring Fanning and Coppola, the brand taps into a growing appreciation for sophisticated, globally conscious storytelling that speaks to contemporary gin drinkers.
Limited editions and broader Suntory activity
The campaign follows the launch of Roku Sakura Bloom, the first release in the brand’s new Festival Collection. Debuted in the UK in January, Roku Sakura Bloom brings delicate cherry blossom notes to the fore and is available at major retailers including Tesco, Waitrose and Sainsbury’s. It celebrates Japan’s Hanami season—when cherry blossoms bloom and are celebrated across the country.
Beyond gin, the House of Suntory continues to evolve its premium spirits portfolio with the recently announced 2024 Tsukuriwake Series. Known for showcasing the diversity of the Yamazaki distillery, this year’s Tsukuriwake release includes an expression from the Hakushu distillery for the first time, marking a new era for the series as it transitions into a cross-distillery exploration of Japanese whisky.
Artistry meets authenticity in spirits branding
The latest Roku campaign signals a growing trend of premium spirits aligning themselves with artists, filmmakers, and cultural icons to enrich their brand identity. By drawing on Coppola’s creative lens and Fanning’s youthful elegance, Roku positions itself at the intersection of traditional craftsmanship and contemporary culture.
As the gin market continues to mature, especially among discerning consumers seeking authenticity and quality, collaborations like this offer brands an opportunity to stand out not just on taste—but on narrative. With Come Alive with the Seasons, Roku Gin invites audiences to not only sip but experience the spirit of Japan, one season at a time.