Suntory Global Spirits unveils three immersive activations at Singapore Changi Airport
Suntory Time at Singapore Changi Airport
Suntory Global Spirits has partnered with Lotte Duty Free and Changi Airport Group to create a series of high-profile experiential activations across multiple terminals at Singapore Changi Airport.
The activations highlight the company’s commitment to showcasing its diverse spirits portfolio within the travel retail channel, bringing first-class brand experiences to life in one of the world’s most dynamic airport environments.
The Suntory Time Changi activation is the company’s first GTR multi-brand promotion highlighting a curated selection of premium Japanese spirits from The House of Suntory portfolio, including Toki blended whisky, Roku Gin and Haku Vodka.
The high-profile initiative will incorporate HPPs across all Changi terminals, complemented by eye-catching pop-up sampling carts in T1 and T2, during designated time periods.
The activations underline Suntory Global Spirits' commitment to showcasing its diverse spirits portfolio within the travel retail channel
These activations – which are running from May 2 until August – are designed to celebrate the craftsmanship and heritage of Suntory Global Spirits’ Japanese products, and engage travelling consumers across multiple spirits categories.
A key feature is the on-airport recreation of Japan’s famous standing bars – known as tachinomiya – through modern, eye-catching installations. Sleek, minimal, and playfully infused with cultural references, these structures reflect a contemporary take on the traditional tachinomiya aesthetic. Japan’s iconic neon street signage has been reinterpreted to maximize in-store visibility.
To further drive engagement, the activation features vintage-style telephones, inviting visitors to pick up the receiver and explore various audio narratives about the Suntory Time concept and the featured spirits. Complimentary cocktail recipe cards are available for travelers to take away.
Maker’s Mark steps into the spotlight
The second large-scale installation is showcasing the Maker’s Mark limited-edition Wood Finishing City Series Singapore Edition, which is available to buy exclusively at Changi Airport. The HPP activation, located in Terminal 4, is running from 2 May until August, and will incorporate elements that celebrate Singapore’s 60th year of independence.
Maker’s Mark is a global priority brand for Suntory Global Spirits, in both domestic and GTR markets, with ambitious objectives and significant investment directed towards its expansion. Exciting new product development, enhanced consumer experiences, and a strong emphasis on sustainability are among the key elements earmarked to drive this growth, and elevate Maker’s Mark’s position within the premium spirits sector.
Maker's Mark makes its mark at Singapore Changi Airport
The Maker’s Mark Wood Finishing Series is a GTR-exclusive collection that captures the unique character of some of the world’s most dynamic cities, including Singapore, Sydney, Frankfurt and New York. The series is an extension of the brand’s popular Wood Finishing Series, which uses an innovative wood stave-finishing technique to enhance distinctive characteristics already present in Maker’s Mark Classic.
The impactful T4 activation uses bold, colorful visuals to drive footfall from afar, and highlight the brand’s storytelling and Sense of Place. To boost conversion, with a qualifying purchase, travelers receive a Changi-exclusive tote bag GWP, which can be personalized with location-themed stamps.
Toni the smart bartender serves up success
From May 8-31, the Suntory Time concept was taken to the next level with the introduction of Toni, the automatic bartender. Located in T2, this fully automated robotic mixologist served up perfectly crafted cocktails featuring key Suntory Global Spirits brands to Legal Drinking Age (LDA)-compliant travelers, delivering a memorable and shareable experience.
Celebrating the spirits of Japan: Sampling is encouraged during the high-profile activations
Travelers who made a qualifying purchase at the Toni Suntory Time pop-up were eligible to receive an exclusive GWP set of luggage stickers, featuring designs inspired by the company’s iconic brands.
“These multi-brand activations at Singapore Changi Airport convey perfectly our commitment to creating immersive, consumer-first GTR experiences that combine innovation with our rich heritage,” commented Alasdair Dickinson, General Manager – Emerging Markets GTR, Suntory Global Spirits.
“By bringing together a selection of our iconic spirits in these highly visible, interactive environments, we are not only raising brand awareness, we’re also engaging travelers in new and exciting ways.
“Whether it’s through dynamic storytelling, tech-driven experiences like Toni, or collectible gifts with purchase, we are rewarding our existing customer base – and recruiting a new generation of consumers – while reinforcing our position as a global leader in premium spirits.”
