FRANCE. The House of Suntory, in partnership with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP), has launched its first pop-up store plus a permanent brand space at Paris Charles de Gaulle (CDG) Airport.
The pop-up in T1 and a vibrant new brand space in T2 showcase the craftsmanship, heritage and storytelling behind The House of Suntory’s Japanese whisky portfolio.
The T1 pop-up offers an immersive introduction to Japanese craftsmanship, cultural heritage and Omotenashi values (Japanese-inspired hospitality) of the House of Suntory.
It offers guided tastings and sensory experiences centred on the brand’s flagship whiskies: Yamazaki, Hibiki and Hakushu.
The activation features three dedicated zones highlighting prestige expressions from House of Suntory’s vintage and luxury collections.
Highlights include Hakushu 18 Year Old, Hibiki 21 Year Old, Yamazaki 18 Year Old, Yamazaki 12 Year Old, Hibiki Harmony Master Select and Hakushu 12 Year Old. The experience also showcases the Hibiki 12 Year Old Travel Exclusive.
A central display places Hibiki at the heart of the activation, with guided tastings, brand storytelling and curated food pairings designed to introduce travellers to Japanese whisky craftsmanship.
The pop-up also celebrates the Japanese tradition of gifting through authentic furoshiki gift wrapping (traditional Japanese gift-wrapping using fabrics). Exclusive to the Paris CDG activation, a limited-edition furoshiki cloth combines Japanese design traditions with French cultural influences.
Complementing the temporary activation, Suntory Global Spirits has unveiled its first permanent House of Suntory brand space in T2.
Located within the main duty-free store, the permanent retail concept is organised across three merchandising zones designed to guide shoppers from brand discovery through to purchase.
Illuminated lightboxes showcase key expressions and new launches, while a central brand and education area highlights Hibiki alongside the Yamazaki, Toki and Roku (gin) brands. Educational displays communicate the characteristics of each expression while a dedicated portfolio display completes the installation, presenting the full House of Suntory range within a structured premium layout designed to enhance visibility, simplify navigation and encourage conversion.
Suntory Global Spirits General Manager Global Travel Retail Ashish Sagar commented: “This activation represents an important milestone for The House of Suntory in travel retail, bringing together Japanese craftsmanship, cultural storytelling and elevated shopper experiences in one of Europe’s most iconic airports.” ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel, our dual WeChat Video platforms and (coming soon) Xiaohongshu. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
