The House of Suntory has unveiled Streets of Tokio, a travel retail-exclusive (TREX) limited-edition collection from blended whisky brand Toki. The collection is inspired by Tokyo’s neighbourhoods and contemporary culture.
The launch marks the beginning of a multi-year series. The inaugural edition was inspired by the Shinjuku district’s bar culture, neon-lit streets and alleyways. It is available in a one-litre format with an RRSP of US$50.
The first edition launches across major Asia Pacific airports including Hong Kong, Delhi, Mumbai, Taipei, Incheon, Sydney, Melbourne, Kuala Lumpur, Bangkok and Singapore, plus Dubai, London and Paris, as well as in Brazil.
The roll-out is supported by in-store merchandising units and product displays which introduce travellers to the Toki brand while supporting gifting and discovery.
Created in collaboration with Tokyo-based photographer Massa Uemura, the bottle imagery and label take inspiration from vintage film aesthetics. The design combines references to traditional and contemporary Japan.
Toki blends whiskies from Suntory’s Hakushu, Yamazaki and Chita distilleries. The clear gold whisky offers notes of basil, green apple and honey on the nose, followed by grapefruit, green grapes, peppermint and thyme on the palate. The finish features vanilla oak, white pepper and ginger. The brand’s signature Japanese Highball serve combines Toki with soda water and ice, finished with grapefruit peel.
Future Streets of Tokio editions will explore other Tokyo neighbourhoods and creative communities. According to Suntory Global Spirits, the themes spanning streetwear, vinyl bar culture and Tokyo’s rich culinary scene.
Suntory Global Spirits Managing Director Global Travel Retail Vanessa Widmann commented: “Streets of Tokio is our love letter to the energy and individuality of Tokyo.
“As Toki’s first-ever travel retail exclusive, it brings together everything that makes this channel so exciting: discovery, creativity and the opportunity to introduce travellers from around the world to our brand in new ways.”
She added: “Through Streets of Tokio, we’re inviting them to experience a different side of Tokyo – its streets, nightlife and creative culture – through the distinctive lens of Toki.” ✈
