QATAR. Suntory Global Spirits has partnered with Qatar Duty Free to open the first House of Suntory experiential pop-up at Hamad International Airport. It showcases the brand owner’s luxury Japanese whisky and premium white spirits.
Situated in a prime position in the Departures terminal (South Node), directly outside the main liquor store, the 20sq m activation runs from 6 July through to January 2026.
Designed to deliver an immersive and memorable experience, the goal is “to drive brand education, awareness and trial purchase”, said Suntory Global Spirits, “while delivering long-term brand visibility in one of the world’s most prestigious travel retail environments”.
The exterior of the pop-up blends traditional Japanese design elements with contemporary aesthetics, featuring modernised Machiya-inspired wood lattices – a tribute to the facade of the company’s first shop in Japan. Large digital screens display evocative imagery of Japan, in addition to eye-catching branded lightboxes. Inside, traditional Ikebana floral installations help to imbue the space with a Japanese aesthetic.
On entering, the Education zone communicates the three key principles of The House of Suntory: Wa (harmony with Japanese nature); Omotenashi (hospitality); and Monozukuri (craftsmanship), alongside the brand stories of Yamazaki, Hakushu and Hibiki.
These three distinct whisky brands exemplify the art of Tsukuriwake – the art of diversity in whisky making – said the company.
Hibiki – the lead luxury whisky brand from The House of Suntory – is spotlighted through a prominent central display. Introduced in 1989 to commemorate the House’s 90th anniversary, Hibiki is one of the most celebrated and awarded blended Japanese whiskies. It is composed of whiskies from the Yamazaki, Hakushu and Chita distilleries, selected by the blenders from over one million casks, for depth and complexity.
The central pop-up display spotlights a selection of leading limited-edition expressions. A highlight during Q3 is the ultra-luxury Hibiki 40 Year Old – which blends whiskies from the Yamazaki, Hakushu and Chita distilleries – each matured for over 40 years. Only 400 bottles of Hibiki 40 Year Old have been released globally across selected markets and channels.
The Qatar pop-up space is segmented to encourage exploration across The House of Suntory portfolio — from age-statement whiskies and premium blends to craft spirits Roku gin and Haku vodka.
Targeting connoisseurs and collectors, The Beautification of Time zone features a wide selection of higher aged statements, including best-sellers such as Hibiki 21 Year Old and Yamazaki 18 Year Old. A Suntory Global Spirits statement said: “Drawing on the Japanese belief that the past, present and future are intrinsically connected, this dedicated space celebrates the transformative power of time. It features a curated selection of rare and aged expressions, each bottle representing decades of mastery and refinement.”
An adjoining Art of Gifting zone incorporates a gifting ritual with a range of luxury GWPs. These include branded gift bags, gift cards, a wardrobe scent and a limited-edition traditional Furoshiki Japanese wrapping cloth.
Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham commented: “This striking pop-up at Hamad International Airport is a powerful showcase of what sets The House of Suntory apart. In collaboration with Qatar Duty Free, we are inviting travellers to immerse themselves in the world of luxury Japanese whisky, where tradition meets innovation, and every detail reflects our relentless pursuit of perfection.” ✈
