Suntory Global Spirits embraces new era at TFWA Asia Pacific show

SINGAPORE. Suntory Global Spirits, formerly Beam Suntory, will exhibit for the first time under its new name at the TFWA Asia Pacific Exhibition & Conference (12-16 May).

As reported, the recently announced rebranding coincides with the company commemorating ten years of sustained, profitable growth since Suntory Holdings acquired Beam Inc. in 2014. The global travel retail channel remains integral as the group anticipates another decade of success.

The updated premium portfolio of the newly named spirits group

Offering a glimpse into an upcoming pipeline of product developments and activation concepts, Bowmore and the House of Suntory will be highlighted as key brand platforms by the company at the Singapore show.

The House of Suntory will be showcasing its latest global travel retail exclusive, The Kogei Collection, which features two expressions – Yamazaki Peated Malt Spanish Oak and Hakushu Peated Malt Spanish Oak. As reported, the Collection premiered in April at the brand’s inaugural travel retail shop-in-shop boutique in Singapore Changi Airport Terminal 3.

The House of Suntory’s debut travel retail shop-in-shop boutique at Singapore Changi Airport
The Moodie Davitt Report Asia Pacific Content Strategist Lara Netherlands attended the grand opening of The House of Suntory’s shop-in-shop boutique at Changi Airport. Click on the images to see her interviews with Suntory Global Spirits President & CEO Greg Hughes (above) and Global Managing Director Travel Retail Ashish Gandham (below).

An exclusive Cocktail Reception on 13 May will feature a Yamazaki & Hakushu Kogei Masterclass Tasting, offering guests a chance to experience these single malts, which embody a fusion of peated malt and Spanish oak.

The 2024 Kogei Collection (Kogei translates as ‘traditional Japanese craftmanship’) comprises two travel retail-exclusive whiskies: The Hakushu Peated Malt Spanish Oak and The Yamazaki Peated Malt Spanish Oak

As a company representing spirits from diverse regions, innovations within the American whiskey category will also be in the spotlight. Leading this showcase will be the Maker’s Mark brand, alongside small batch bourbon brands, including Basil Hayden and Knob Creek.

In addition, Suntory Global Spirits will feature the latest advancements in its Growing for Good sustainability agenda and Proof Positive strategy and roadmap to a more equitable future.

Suntory Global Spirits Global Travel Retail Managing Director Ashish Gandham commented: “We are delighted to once again be exhibiting at the TFWA Asia Pacific Exhibition. This is a super exciting time for the company, and we can’t wait to explore new opportunities with all of our valued business partners.”

“APAC is a region of vital importance to the group, and as traveller numbers continue to improve post-COVID, the long-term outlook remains very positive” – Suntory Global Spirits Global Travel Retail Managing Director Ashish Gandham

He added: “APAC travel retail represents a superlative shop window, and we look forward to presenting the latest new product developments within our brand portfolio as we pursue our ambition to become the world’s most-admired premium spirits company.” ✈️

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