Suntory and Dubai Duty Free celebrate The Kogei Collection with ‘world-first’ activation at DXB

The travel retail-exclusive The Kogei Collection is showcased via an elegant podium with tasting and nosing experiences at DXB

UAE. The House of Suntory, flagship brand of Japanese drinks company Suntory Global Spirits, has partnered with Dubai Duty Free for a world-first activation showcasing the travel retail-exclusive The Kogei Collection.

The animation in Dubai International Airport (DXB) Terminal 1 runs from 1-30 June.

The Kogei Collection Japanese Kimono Edition was the subject of the latest Moodie Davitt Spotlight Series eZine. It is the first-ever global travel retail-exclusive range from Suntory Whisky and its first exclusive range outside of Japan.

The line made its global travel retail debut at The House of Suntory shop-in-shop at Singapore Changi Airport in partnership with Lotte Duty Free in April.

The Kogei Collection Japanese Kimono Edition takes its name from ‘Kogei’, a celebration of traditional Japanese craftsmanship.

A distinctive discovery zone introduces the Kogei Collection and the swirling kimono patterns, designed by Chiso kimono house, that feature on its packaging

It features two striking limited-edition whisky expressions, the Yamazaki and Hakushu expressions, both made with malted barley and finished in Spanish oak casks. The whiskies are distilled in Suntory Whisky’s Hakushu and Yamazaki distilleries, creating two very distinctive liquids that showcase the very best of Japanese whisky craftsmanship and terroir.

The Kogei Collection is also the result of an artful collaboration with Chiso Kimono House, whose designs inspired the packaging of both whiskies. The collaboration brings together the parallel worlds of whisky and kimono-making, showing the shared values and heritage of the two prestigious Japanese houses.

The Dubai animation is inspired by the partnership with Chiso. It shines the light on The Kogei Collection and also showcases House of Suntory’s complete portfolio of premium Japanese craft spirits including Roku Japanese Craft Gin and Toki Blended Whisky.

Travellers can discover the essence of Tsukuriwake philosophy through engaging, educational videos 
An interactive table highlights the differences in climate and terroir between the Yamazaki and Hakushu distilleries and how this has affected the flavour profiles of the two expressions
A giant Kogei bottle is a key design feature of the pop-up

The animation is light, airy and open and is dressed in tactile and natural materials, inspired by the Japanese craftsmanship of the Kogei line. A cinemagraph visual of Chiso’s kimono pattern is projected constantly on the pop-up’s canopy, drawing attention and bringing the Kogei Collection to life for travellers at DXB.

An oversized silhouette of The Kogei Collection bottle, decorated with kimono swirls, greets visitors at the entrance of the animation. The area is divided into four discovery stations. A short, informative video introduces The Kogei Collection to visitors at the first station while a dedicated section explains House of Suntory’s Tsukuriwake or ‘artisanship through a diversity of making’ ethos at the second station.

Another video expounds on the ingredients, water and climate that empower Suntory to create a complex and diverse portfolio of whiskies across its single malt distilleries.

The third and fourth stations highlight the special qualities of the Yamazaki and Hakushu distilleries and celebrate the taste profiles of the two whiskies that make up The Kogei Collection.

Suntory Whisky Master Blender Shinji Fukuyo used peated malt in the whiskies to produce a colourful spice character with gentle smoky notes. Shoppers can experience these elements through sampling and nosing opportunities.

Other Suntory premium spirits are also available to taste at the pop-up.

An immersive nosing and tasting experience highlights the different flavours of the two whisky expressions

The final element of the animation is The Art of Japanese Gifting station where travellers can enjoy exclusive gift-wrapping services. The packaging is tagged with traditional washi Kanji logo-branded charms and finished with personalised gift cards.

In addition, travellers buying a bottle of the Yamazaki, Hakushu and Hibiki whiskies will receive a miniature bottle pin as a gift with purchase.

“We are delighted to be the first airport retailer to have the high-profile airport activation to support the launch of this special Japanese whisky collection – Yamazaki and Hakushu Kogei,” commented Dubai Duty Free Senior Vice President Purchasing Sharon Beecham.

“Suntory Global Spirts and Dubai Duty Free have been building strong partnerships to continuously work on bringing premium and luxury products to our customers. We are confident that this new collection will be a big hit for our customers, especially the whisky lover or collector.”

Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham commented: ““I’m delighted to collaborate with Dubai Duty Free to celebrate this very special whisky collection.

“Global travel retail is the only market selected to carry exclusive Yamazaki and Hakushu expressions, and I’m confident this Kogei Collection (2024 Japanese Kimono Edition) will appeal strongly to Dubai International’s discerning clientele.

“Premium exclusives and limited editions like this allow us to really showcase our creativity and craftmanship. This flagship activation provides the perfect platform to communicate how these exceptional whiskies combine both innovation and tradition, as we continue to blaze a trail within the world of single malt Japanese whisky.” ✈

Click here to read The House of Suntory Kogei Collection Moodie Davitt Spotlight Series eZine

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