SINGAPORE. The House of Suntory has partnered with Lotte Duty Free to launch a travel retail-exclusive whiskey pop-up at Singapore Changi Airport. It is located in the Terminal 3 Departure hall and will run for a limited period.
The circular pop-up, which is divided into four segments, was designed to be a flagship destination for the Beam Suntory-owned Japanese whiskey brand’s premium portfolio.
The animation, described as a ‘dedicated luxury whiskey gallery’ features interactive educational and digital elements that immerse shoppers into world of The House of Suntory and celebrate the art of Japanese whiskey craftsmanship.
Some of the premium whiskies featured include AO, Hibiki, Hakushu and Yamazaki 55. As reported, Yamazaki 55 is the House of Suntory’s oldest release.
It was launched in Singapore travel retail in October 2021 at an RRP of US$60,000.
The product pays tribute to the legacy of the founding family of Japanese whisky and celebrates the Japanese Showa era of the 1960s, a major period of change for the House of Suntory.
As reported, the rare bottling was sold for a landmark €488,000 (US$559,200) at Istanbul Airport by Unifree.
Another bottle was sold at Delhi Duty Free on 7 November for Rs4,569,000 (US$61,000), marking the retailer’s highest ever spirits sale by value.
“This pop-up at Singapore Changi Airport signifies our commitment to globalising the House of Suntory brand portfolio and it’s a prime example of how a desire to connect with our customers is at the heart of everything we do,” commented Beam Suntory Marketing Director of Global Travel Retail Manuel González.
“We’re thrilled to partner with Lotte Duty Free to launch this first-of-its kind pop-up in Terminal 3 at Changi Airport, which serves as the ultimate travel retail hub to provide this desirable offering.”
