SINGAPORE. The House of Suntory, flagship brand of Japanese drinks company Suntory Global Spirits, has partnered with Changi Airport Group and Lotte Duty Free Singapore to unveil a shop-in-shop boutique at Changi Airport.
The 30sq m experiential retail space in Terminal 4 Departures draws inspiration from Japan’s natural landscapes and its craftsmanship.
This opening follows The House of Suntory’s first shop-in-shop in travel retail, which launched earlier this year within Lotte Duty Free’s refurbished central duplex store at Changi Airport T3.
According to Suntory Global Spirits, the retail concept acts as a portal into The House of Suntory universe. It aims to take travellers on a sensory journey to create a lasting connection with the brand and its portfolio.
The shop-in-shop showcases the full range of whiskies from Yamazaki, Hakushu and Hibiki, complemented by The House of Suntory craft spirits such as AO, Toki, Roku Gin and Haku Vodka.
The new boutique features large display screens to draw in foot traffic. These showcase seasonal changes in nature, reflecting the environment around the origins of different The House of Suntory spirits.
Branded discovery stations with interactive screens allow travellers to explore digital content, while a mobile tasting table offers craft spirit samples.
Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham said: “Travel retail is a vital brand-building channel for the group.
“I am delighted to further expand our presence at such a key airport location, in partnership with Changi Airport Group and Lotte Duty Free.
“This beautiful boutique is another perfect showcase for The House of Suntory’s exceptional portfolio of spirits. It exemplifies our commitment to delivering high quality innovation and rich experiences for our customers.”
Lotte Duty Free Singapore Managing Director Jeff Jeong Soongyu commented: “The high-end Japanese whisky category continues to perform positively, and this new shop-in-shop boutique will allow Lotte to further strengthen its offering and leverage demand.
“We understand that our discerning customers seek innovation and memorable experiences when they travel. This specialised boutique diversifies Lotte’s product selection and enhances the premium shopping journey for travellers.” ✈
