January 25 2024  |  Spirits & Tobacco

Beam Suntory marks House of Suntory's 100th anniversary at Frankfurt Airport

By Hibah Noor

The limited-editions on display at the Frankfurt pop-up include the special 100th anniversary design bottles of the flagship Yamazaki 12-Year-Old and the Hibiki Master Select

Beam Suntory has partnered with Frankfurt Media and Gebr. Heinemann to create the final airport pop-up designed to celebrate the House of Suntory’s 100th anniversary of pioneering Japanese spirit.

The high-profile activation is running at Frankfurt Airport T1, in the Level 2 Pier B-West Non-Schengen Departure area, until January 31.

Within global travel retail, the House of Suntory centennial celebrations – which kicked off in May of last year – have included the release of several new limited-edition whiskies, plus a series of immersive airport pop-up activations and impactful advertising campaigns.

The exceptional limited-editions on display at Frankfurt Airport include the special 100th anniversary design bottles of the flagship Yamazaki 12-Year-Old (RRSP €223) and the Hibiki Master Select (RRSP €94). The Frankfurt activation also highlights the wider Suntory portfolio, including Chita Grain Whisky, Toki Whisky, AO World Whisky, Roku Japanese Gin, and Haku Japanese Craft Vodka.

Light, airy and open, the 20-square-meter Frankfurt activation features tactile natural materials. Interactive digital touchpoints highlight the history and heritage of Japanese whisky making – and the various different elements that make it so special. Passengers are invited to discover the stories and provenance of the key Suntory luxury whisky collections. Specialized brand ambassadors offer guided tastings of Hibiki and Toki whisky, and Roku gin.

“We are delighted to unveil the final airport activation celebrating the House of Suntory’s landmark centennial anniversary. The Frankfurt pop-up allows us to highlight the unique Japanese craftsmanship at Suntory’s whisky distilleries – and their meticulous art of blending – while further building awareness of Suntory’s extensive premium drinks portfolio. I’m confident that these collectible whiskies will resonate strongly with the location’s discerning whisky clientele, and really elevate the passenger experience," commented Beam Suntory Brand Marketing Director Global Travel Retail Manuel Gonzalez.

Bastian-Philipp Müller, Head of Buying Spirits at Gebr. Heinemann added, “This flagship activation is a genuine embodiment of Japanese Spirits culture at Frankfurt Airport, promising an unforgettable experience for travellers who look for the extraordinary in travel retail. We take great pride in celebrating this remarkable anniversary alongside our valued partner, House of Suntory."

The 20-square-meter activation is the final airport pop-up designed to celebrate the milestone and features interactive digital touchpoint to highlight the history and heritage of Japanese whisky-making

It is running at T1, in the Level 2 Pier B-West Non-Schengen Departure area, until January 31

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