SINGAPORE. Beam Suntory has partnered with Changi Airport Group (CAG) and Lotte Duty Free Singapore to create the first major global airport activation to celebrate the House of Suntory’s 100th anniversary.
The high-profile outpost installation is located at the Changi Airport Terminal 1 Departure/Transit zone until 25 July. It was officially opened on 20 June at a ceremony attended by guests of honour Beam Suntory Global Travel Retail Managing Director Ashish Gandham; Lotte Singapore Managing Director Jeff Jeong; CAG Managing Director of Airside Concessions Teo Chew Hoon; and local celebrities Qi Yuwu and Ya Hui. The ribbon-cutting ceremony was followed by a ceremonial toast and a tour of the activation.
To mark its centennial, the House of Suntory is releasing several new limited-edition whiskies that highlight the Japanese craftmanship at Suntory’s whisky distilleries, and the art of blending. These limited editions include Yamazaki Mizunara 18 Year Old and Hakushu Peated Malt 18 Year Old whiskies, in addition to special 100th anniversary design bottles of the flagship Yamazaki 12 Year Old and Hakushu 12 Year Old. These bottles feature illustrations that pay tribute to the Yamazaki and Hakushu distilleries.
Within travel retail, these limited-edition whiskies will be available at only a small selection of key strategic airports, including Dubai, Shanghai, London and Delhi. Singapore Changi has global exclusivity within travel retail throughout June.
The Singapore Changi Airport hero activation, which covers almost 50sq m, has been designed to showcase these limited editions and build awareness of the wider Suntory portfolio. It also encourages travellers to explore the art of Japanese whisky making, and the different elements that make it special.
Inspired by Japanese nature – including the water that is used and how the seasons in Japan breathe life into Suntory whisky – the outpost features tactile natural materials, and is light, airy and open. In keeping with Japanese hospitality, at the entrance is a Welcome Station, where travellers are invited to select an Omikuji fortune stick, for a chance to win a lucky postcard. An illuminated floor entrance then guides them inside.
An eye-catching Engagement Wall, incorporating interactive digital touchpoints, highlights the craftmanship of Japanese whisky, and the distinctive stories and provenance of the three key Suntory luxury whisky collections: Yamazaki, Hakushu and Hibiki. A separate digital display also showcases highlights from the house’s key milestones over 100 years.
Other notable elements include The Art of Japanese Gifting display, where travellers can avail of a personalised gift-wrapping service, purchase exclusive detachable bottle-themed charms, and discover the selection of exclusive anniversary GWPs, which includes a cotton tote bag, a Furoshiki scarf, and a luggage sticker set. A bar counter offers complimentary cocktails featuring Suntory’s Roku Japanese Gin, Haku Japanese Craft Vodka, and Ao World Whisky.
“We are thrilled to collaborate with Lotte Duty Free Singapore to celebrate the House of Suntory’s milestone achievement at Singapore Changi Airport,” noted Beam Suntory Brand Marketing Director Global Travel Retail Manuel Gonzalez.
“Together we have created a truly distinctive activation that invites passengers to engage all of their senses through a range of different activities, and fully immerse themselves in the craft and philosophy of the house.”
CAG Managing Director Airside Concessions Teo Chew Hoon commented: “We are honoured to have the House of Suntory celebrate their 100th anniversary with us, and excited to partner with Beam Suntory and Lotte Duty Free Singapore to create this flagship activation.
“With this immersive outpost, visitors will not only be momentarily whisked away to Japan, but will also be able to appreciate the fine craftmanship behind some of the world’s most renowned whiskies and take home a limited-edition bottle with them.”
Lotte Duty Free Singapore Managing Director Jeff Jeong added: “We are pleased and proud to collaborate with Changi Airport Group and House of Suntory, as part of this landmark centennial.
“As a true pioneer of Japanese spirits culture, House of Suntory continues to push the boundaries within the Japanese whisky category with these prestige limited editions and new innovative spirits, which are sure to appeal to both connoisseurs and new consumers.
“We look forward to inviting passengers to discover these new liquids, and to explore the rich history and heritage of the House of Suntory through this activation, which we are confident will stimulate great interest in the category, and really elevate the traveller experience.”
*The Changi activation coincides with a series of other celebrations by the House of Suntory in June. In London on 1 June, The Moodie Davitt Report was one of 100 guests at a 100th Anniversary Event, themed ‘Suntory Time’, attended by Canadian actor Keanu Reeves, Academy Award-winning director Sofia Coppola and fifth-generation Chief Blender Shinji Fukuyo. Click here for a follow-up story and Picture Gallery. ✈
