The House of Suntory has launched a travel retail exclusive pop-up at Singapore Changi Airport in collaboration with Lotte Duty Free.

The world-first installation, situated in the Terminal 3 departures hall, celebrates Japanese whiskey making and craftsmanship.

Separated into four segments, the pop-up highlights a range of revered liquids while absorbing travellers in a dedicated luxury whiskey gallery.

Meanwhile, added educational and digital elements showcase the House of Suntory’s portfolio of brands.

YAMAZAKI’S JEWEL IN THE CROWN

Yamazaki 55 – the House of Suntory’s oldest release in its history – first became available in Singapore travel retail last year.

Available at a RRP of $60,000, shoppers can get their hands on a premium liquid that pays tribute to the legacy of the founding family of Japanese whisky and celebrates the Japanese ‘Showa’ era of the 1960s that represented a major period of change for the House of Suntory.

Manuel González, Marketing Director Global Travel Retail, Beam Suntory, said: “This pop-up at Singapore Changi Airport signifies our commitment to globalising the House of Suntory brand portfolio and it’s a prime example of how a desire to connect with our customers is at the heart of everything we do.

“We’re thrilled to partner with Lotte Duty Free to launch this first-of-its kind pop-up in Terminal 3 at Changi Airport, which serves as the ultimate travel retail hub to provide this desirable offering.”