The House of Suntory partners with Qatar Duty Free in exclusive Hamad International Airport pop-up

Suntory Global Spirits has partnered with Qatar Duty Free to create the first-ever House of Suntory experiential pop-up at Hamad International Airport.

The space showcases Suntory Global Spirits’ prestigious collection of luxury Japanese whisky and premium white spirits.

Strategically located in a prime position within the Departures terminal (South Node), directly outside the main liquor store, the20-square-meter activation is running from July 6, 2025, through January 2026.

Designed to deliver an immersive and memorable experience, the focus of this premium brand showcase is to drive brand education, awareness and trial purchase, while delivering long-term brand visibility in one of the world’s most prestigious travel retail environments.

A journey into Japanese artistry & craftsmanship

Taking inspiration from the beauty of Japan’s natural landscape and the refined artistry of Japanese craftsmanship, the Qatar pop-up invites travelers to explore the essence of The House of Suntory.

The exterior of the pop-up blends traditional design elements with contemporary aesthetics, featuring modernized 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 an unmistakably 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.

Thanks to their unique geographical terrain and climate, which profoundly influence the character of the spirits they produce, these three distinct whisky brands exemplify the unique art of Tsukuriwake – the art of diversity in whisky making – which The House of Suntory is renowned for.

As befits its position as the lead luxury whisky brand from The House of Suntory, Hibiki is spotlighted through a prominent central display. Hibiki, meaning ‘resonance’ in Japanese, is regarded as an icon of Japanese whisky in the travel retail channel.

Introduced in 1989 to commemorate the House’s 90th anniversary, Hibiki is one of the most celebrated and awarded blended Japanese whiskies – a contemporary symbol of Japanese luxury that transcends the whisky category through artistry.

Hibiki is composed of only the most exceptional whiskies from the globally acclaimed Yamazaki, Hakushu and Chita distilleries, meticulously hand-packed by the blenders from over one million casks, to achieve a profound depth and complexity.

The central display spotlights a selection of leading limited-edition expressions. A highlight during Q3 will be the ultra-luxury Hibiki 40 Year Old – an extraordinary blend of whiskies from the Yamazaki, Hakushu and Chita distilleries – each matured for over 40 years and meticulously blended to create a full orchestra of flavors and aromas. Only 400bottles of Hibiki 40 Year Old have been released globally across selected markets and channels.

High-aged luxury whiskies & The Art of Japanese Gifting

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. 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 completes the shopping experience, incorporating a special gifting ritual designed to elevate every purchase, and a range of luxury GWPs. These include branded gift bags, gift cards, a wardrobe scent, and a limited-edition traditional Furoshiki Japanese wrapping cloth.

Ashish Gandham, Suntory Global Spirits Managing Director Global Travel Retail, 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 travelers to immerse themselves in the world of luxury Japanese whisky, where tradition meets innovation, and every detail reflects our relentless pursuit of perfection.”

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