Beam Suntory marks 100 years of Suntory whisky with Changi activity

By Kristiane Sherry |

100 years of Suntory whisky toast from the team

Beam Suntory toast the launch of the space. L-R: Ya Hui; Jeff Jeong, Lotte Singapore Managing Director; Ashish Gandham, Beam Suntory Global Travel Retail Managing Director; Teo Chew Hoon, CAG Managing Director of Airside Concessions; and Qi Yuwu.

Beam Suntory has teamed up with Changi Airport Group (CAG) and Lotte Duty Free to host an airport activation celebrating 100 years of Suntory whisky.

2023 marks 100 years since chemist and entrepreneur Masataka Taketsuru returned to Japan from Scotland to found the Suntory business.

To mark the occasion, Beam Suntory developed a 50sqm House of Suntory space to celebrate the company’s portfolio. It also offers educational content exploring Japanese whisky-making.

Located in Singapore Changi Airport T1 Departure Transit, the activation centres around digital storytelling. An Engagement Wall incorporates interactive touchpoints to celebrate Yamazaki, Hakushu and Hibiki. 

A separate digital display highlights Suntory’s key milestones over the last century.

The House of Suntory activation was officially opened with a ribbon cutting ceremony on 20 June. Guests included Beam Suntory Global Travel Retail Managing Director Ashish Gandham; Lotte Singapore Managing Director Jeff Jeong; CAG Managing Director of Airside Concessions Teo Chew Hoon; and local celebrities Qi Yuwu and Ya Hui.

100 years of Suntory whisky: commemorative bottlings

Live until 25 July, the House of Suntory activity features several new and limited whiskies.

The line-up includes both Yamazaki Mizunara 18 Year Old and Hakushu Peated Malt 18 Year Old whiskies. 

In addition, commemorative 100th anniversary bottlings of Yamazaki 12 Year Old and Hakushu 12 Year Old will be available. The expressions feature beautiful illustrations that depict the distilleries. 

100 years of Suntory whisky Yamazaki bottlings

Rare Yamazaki expression are part of the 100 years of Suntory whisky activation

Within GTR the limited editions are only available in select locations, including Dubai, Shanghai, London and Delhi. Changi held exclusivity throughout June.

The House of Suntory outpost features tactile, natural materials inspired by Japan’s seasons and water. 

A Welcome Station, in-keeping with Japanese hospitality, invites travellers to select an Omikuji fortune stick for the chance to win a postcard. An illuminated floor entrance then guides them inside. 

Other features include The Art of Japanese Gifting display for personalised gift-wrapping. Anniversary GWPs are also available, including bottle-themed charms, Furoshiki scarves, and luggage sticker sets.

A bar offers complimentary cocktails made with Suntory’s Roku Japanese Gin, Haku Japanese Craft Vodka, and Ao World Whisky.

‘Truly distinctive’ activation

“We are thrilled to collaborate with Lotte Duty Free Singapore to celebrate the House of Suntory’s milestone achievement at Singapore Changi Airport,” said Beam Suntory Brand Marketing Director Global Travel Retail, Manuel Gonzalez. 

“Together we have created a truly distinctive activation that invites passengers to engage all of their senses through a range of different activities, and fully immerse themselves in the craft and philosophy of the house.”

100 years of Suntory whisky House of Suntory activation

The activation aims to build customer awareness of the portfolio, as well as mark a century of Suntory.

Teo Chew Hoon, CAG Managing Director Airside Concessions, commented: “We are honoured to have the House of Suntory celebrate their 100th anniversary with us, and excited to partner with Beam Suntory and Lotte Duty Free Singapore to create this flagship activation. 

“With this immersive outpost, visitors will not only be momentarily whisked away to Japan, but will also be able to appreciate the fine craftsmanship behind some of the world’s most renowned whiskies and take home a limited-edition bottle with them.”

Jeff Jeong, Lotte Duty Free Singapore Managing Director, added: “We are pleased and proud to collaborate with Changi Airport Group and House of Suntory, as part of this landmark centennial.

100 years of Suntory whisky bar

Customers can explore digital brand screens and enjoy complimentary cocktails.

“As a true pioneer of Japanese spirits culture, House of Suntory continues to push the boundaries within the Japanese whisky category with these prestige limited editions and new innovative spirits, which are sure to appeal to both connoisseurs and new consumers.

“We look forward to inviting passengers to discover these new liquids, and to explore the rich history and heritage of the House of Suntory through this activation, which we are confident will stimulate great interest in the category, and really elevate the traveller experience.”

In May, Beam Suntory marked 100 years of Suntory whisky with a tribute created by Academy Award winning director Sofia Coppola featuring A-list actor Keanu Reeves.

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