The House of Suntory has unveiled the 100th anniversary limited-edition of the Hibiki 21yo and Hibiki Japanese Harmony Master’s Select, a travel retail exclusive.
The new releases are part of the centennial celebration of the House of Suntory, Japan’s first malt whisky distillery founded by Shinjiro Torii in 1923.
The limited-edition Hibiki 21yo will be available in only five key strategic travel retail locations: Singapore, London, Hainan, Dubai and Frankfurt.
Throughout October, the new expression is highlighted in Changi Airport’s World of Wines & Spirits (WOWS) showcase, in partnership with Lotte Duty Free.
The new expression will be brought to life in November through a hero activation at London Heathrow T5, in partnership with Avolta (formerly Dufry).
In Hainan, the Hibiki 21yo will be featured at the House of Suntory’s shop-in-shop retail space in cdf Sanya International Duty Free Complex, Haitang Bay in November.
This will be followed by the opening of House of Suntory’s shop-in-shop boutique concept at Singapore Changi Airport T3 departures area, which is scheduled to go live by the end of December.
Finally, Hibiki 21 Year Old will also be highlighted at a high-profile pop-up at Frankfurt Airport in December, in partnership with Gebr. Heinemann, created to celebrate the House of Suntory’s 100th anniversary.
Launched in 1989, Hibiki has become one of the most prestigious and sought-after Japanese whiskies blended in the world. It is made with a blend of malt and grain whiskies from the Yamazaki, Hakushu and Chita distilleries.
The limited-edition 21yo expression’s flavour profile is a result of what is described as a meticulous blend of malt and grain whiskies.
For this special centennial edition, a rare Mizunara oak was used during the ageing process, elevating the flavours while preserving Hibiki’s character and essence.
The House of Suntory Chief Blender Shinji Fukuyo said: “For the limited-edition Hibiki 21yo, our team took on the challenge of crafting a new blend to celebrate our centennial.
“With meticulous precision, we managed to harness the challenging-yet-rewarding characteristics of Japanese Mizunara oak to accentuate the unique flavour profile for which our Hibiki whiskies are known. This special whisky showcases our continued dedication to craftsmanship at the House of Suntory.”
The Hibiki 21yo bottle features a specially-designed label for the centennial anniversary celebration. The design features a gradual transition of colours that represent the sunrise in Japan.
The liquid is gold in colour and features enticing aromas that symbolise the spirit of ‘Wa’, or oneness, the brand owner said. It offers notes of kumquat and jasmine with Japanese incense.
The palate is subtly sweet and floral combined with spiced sandalwood and agarwood. The result is a long and deep finish with undertones of spiced Mizunara wood.
Hibiki 21yo 700ml is bottled at 43% ABV. In addition to the four specially selected travel retail locations, it is available globally in select markets with an RRSP of USD$6,321.50.
Aside from the 21yo expression, the House of Suntory has also revealed two centennial limited-edition bottle designs for its Hibiki Japanese Harmony Master’s Select whisky. One will be released for the domestic market, and one for travel retail. Both expressions highlight the 100th Anniversary logo on the outer box and outer label.
The liquid is amber in colour, and offers notes of rose, lychee, a hint of rosemary, mature woodiness and sandalwood on the nose. On the palate, it offers aromas of honey-like sweetness, candied orange peel and white chocolate. The finish is both subtle and tender with a hint of Mizunara.
Bottled at 43% ABV, the travel retail-exclusive version of Hibiki Japanese Harmony Master’s Select 100th Anniversary edition is available in all Hibiki Harmony Master’s Select locations, with an RRSP of USD$115.50 (700ml).
Beam Suntory Brand Marketing Director Global Travel Retail Manuel Gonzalez said: “This anniversary is a milestone achievement for the House of Suntory, and I am delighted that we are able to showcase the very special Hibiki 21yo Centennial Edition in selected travel retail doors.
“I am also excited to unveil the GTR-exclusive version of the Hibiki Japanese Harmony Master’s Select 100th Anniversary edition.”
He continued: “Our travel retail partners have played an invaluable role in helping us bring this year’s centennial celebrations to life, and we appreciate all the opportunities we have been given to mark this accomplishment.
“As the pioneer of Japanese whisky, the House of Suntory has redefined the elevated craftmanship and attention to detail that is necessary to create such an exceptional portfolio.
“These two very special collectible whiskies epitomise the house’s relentless pursuit of quality, blending tradition and innovation to create two limited-edition bottlings that are sure to appeal to travelling connoisseurs, and drive interest and engagement within the wider luxury whisky category.”
The House previously launched its centennial edition Yamazaki 18yo Mizunara and Hakushu 18yo Peated Malt whiskies.
Limited 100th anniversary labels of the flagship Yamazaki 12yo and Hakushu 12yo were also released for the 100th-anniversary celebration. All four are available in select markets around the world. ✈
