Bell's Britain's Most Famous Scotch Whiskey received an award from the Museum Rekor Dunia Indonesia (MURI) for an art installation record in the form of bell replicas from the most whiskey bottles built from 645 empty bottles of the Bell's brand. This giant five-meter high bell replica is exhibited at the Big Bang Festival 2022 event, JIExpo Kemayoran from 22 December 2022 to 1 January 2023. Bell's is the first whiskey brand to receive the MURI award.
"We are very excited to know that the art installation of replica bells that we made from empty bottles of the Bell's brand managed to break the MURI record. This award from MURI has an important meaning because it reflects an appreciation for Bell's passion for being creative and working to build positive engagement with consumers," said Astrida Pohan, Whiskey and Reserve Portfolio Manager of Diageo Indonesia. This art installation in the form of a replica of a giant bell is uniquely designed so that it has the same appearance even when viewed from different directions.
The bell replica art installation represents the values of the Bell's brand through a unique bell-shaped design that symbolizes the spirit of friendship and community unity on various occasions. “This giant bell replica conveys the spirit that friendship and community togetherness are an extraordinary source of strength to bring the best work together. This giant bell replica is an extraordinary work because it was built in collaboration with Bell's partners. We can do anything if we do it together,” Astrida explained. A giant bell replica from Bell's symbolizes this spirit.
Coming specifically at the end of 2022, Bell's invites consumers to enjoy quality time with friends and the community. "We are proud of Bell's. This is a scotch whiskey that is nearly 200 years old, hailing from Perth, Scotland, and is most popular in England for its smoothness and rich taste. To close the end of 2022, we hope consumers can celebrate quality togetherness with friends, celebrate togetherness throughout the year and welcome 2023 with optimism," added Astrid.
The replica of the giant bell from Bell's also received a warm welcome from the Deputy Director of MURI, Osmar Semesta Susilo. "This is the first time MURI has set a record for the most replicas of bells from whiskey bottles. Bell's is the first brand to build an art installation from this many whiskey bottles and as tall as this. What is very interesting is that this giant bell replica is full of meaning about the strength of friendship and togetherness in the community and has become a symbol of unification for the Indonesian people.”
In Indonesia Bell's is a new member of the portfolio of whiskey drinks marketed by Diageo in Indonesia. Its smoothness also makes Bell's versatile and can be enjoyed on the rocks, easily mixed with other ingredients for a delicious cocktail. The uniqueness of Bell's has broken the culture of drinking whiskey to be more exciting and invites a new generation of whiskey connoisseurs to experiment with enjoying it.