Rachelle The Rabbit Distillery marks 10 years with bold rebrand

Rachelle The Rabbit Distillery, one of Singapore’s most inventive spirit makers, is ushering in a bold new era with a full-scale rebrand that reflects a decade of transformation, experimentation and growth.

Marking its 10th anniversary, the homegrown brand has officially dropped its former Compendium Spirits portfolio and unified its identity under a refreshed name, Rachelle The Rabbit Distillery, alongside a playful new sub-brand, Coju Bunnies, aimed squarely at the next generation of drinkers.

Central to this milestone is the opening of its new facility at 6 Chin Bee Crescent, now Singapore’s largest distillery. Spanning over 23,000 square feet across two floors, the standalone space significantly expands the brand’s production capabilities, while doubling down on its commitment to locally crafted spirits that celebrate Southeast Asia’s ingredients and heritage.

But the rebrand goes far beyond just a new name and location.

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“For us, rebranding to Rachelle The Rabbit Distillery is both a homecoming and a step forward,” said Simon Zhao, founder and master distiller. “It’s a reaffirmation of who we are and where we’re going. Our new home is a space for creativity, for pushing boundaries and for honouring the incredible diversity of Asia through every bottle we make, as we look to bring Singapore’s spirited identity to a broader global stage.”

From its beginnings in 2015 as Singapore’s first licensed meadery to becoming the country’s first producer of locally distilled rice whiskey in 2021, the distillery has long been known for its unconventional approach to spirit-making. Its identity has always leaned into Southeast Asia’s botanical richness, using ingredients such as honey, coconut and rice, and combining them with Western techniques to craft bold, culturally resonant spirits.

Now, this spirit of innovation takes on a more defined, brand-forward form. Every part of the distillery’s process, from sourcing and fermentation to distillation, bottling and labelling remains proudly in-house. This uncompromising, independent approach is not just a mark of quality control, but a core brand value.

Visually, the new brand identity brings together whimsical storytelling with Southeast Asian visual motifs, particularly inspired by Peranakan culture. The redesigned bottles serve as visual canvases that reflect flavour, culture, and narrative.

Adding further marketing punch is the launch of Coju Bunnies, a sub-brand built around the distillery’s Coconut Soju (Coju) series. Geared towards younger, more experimental consumers, Coju Bunnies combines tropical flair with a cheeky bunny mascot serving as a nod to Rachelle the Rabbit. Designed with fun-loving drinkers in mind, the first Coju Bunnies flavours include 'Bandung' ('Rose milk') and Ondeh Ondeh ('chewy dough balls'), inspired by nostalgic regional desserts.

Alongside its brand refresh, Rachelle The Rabbit Distillery is also eyeing global recognition with expanded capabilities and partnerships. The hiring of Japanese whiskey veteran Kenji Hariu as production consultant signals an elevated focus on technical mastery.

With decades of experience at prestigious names such as Karuizawa and Fuji Gotemba, Hariu brings invaluable expertise as the distillery moves into traditional malt whiskey production and begins releasing private casks matured since 2021.

Following a decade at the frontier of Singapore’s craft distilling scene, Rachelle The Rabbit Distillery’s journey echoes the path of other local trailblazers such as Brass Lion Distillery. Similarly, the homegrown spirit brand underwent a major brand refresh to more distinctly reflect its Singaporean roots and tropical storytelling roots.

Originally launched as a local gin maker using native botanicals, Brass Lion partnered with branding agency Somewhere Else to elevate its visual identity, shifting from generic colonial motifs to a brighter, cleaner, and distinctly local aesthetic packed with botanical illustrations inspired by Southeast Asia. The revamp included a new tagline, refined packaging, and a visual system that brings the tropics front and center.

This strategic reboot was designed to help Brass Lion stand out in the growing craft spirits scene, moving beyond Singapore-inspired messaging toward a more purposeful and differentiating brand identity. 

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