The House of Suntory shop-in-shop is located in Sydney Airport Departures.

Suntory Global Spirits has partnered with Heinemann Oceania to launch the first permanent House of Suntory shop-in-shop in the region, reinforcing its commitment to building luxury spirits visibility and engagement in travel retail.

The 9sqm space, located within the main Heinemann Tax and Duty Free store in Sydney Airport Departures, brings The House of Suntory’s premium Japanese whisky and craft spirits portfolio to the forefront of the passenger journey.

The new installation has been developed to immerse travellers in the brand’s heritage, craftsmanship and design philosophy. Educational storytelling and product discovery sit at the heart of the concept, reflecting the brand’s objective to elevate awareness, drive conversion and create meaningful moments of connection within a key international gateway.

The space draws on Japanese principles of spatial harmony and natural balance. The design incorporates Shizen, emphasising organic flow; Ma, which highlights intentional negative space; and Okuyuki, adding depth and layered perspective.

Light wood finishes, natural textures and soft lighting create a warm, calming environment, while a traditional Ikebana floral arrangement and digital screens featuring Japanese scenery further anchor a strong sense of cultural identity. Machiya-inspired wood lattice displays nod to The House of Suntory’s earliest retail origins.

Light wood finishes, natural textures and soft lighting create a warm, calming environment.

The layout has been structured to encourage considered exploration. High-value expressions greet travellers at the entrance, while the left-hand side focuses on The House of Suntory’s prestige whisky labels, including Yamazaki, Hibiki and Hakushu. The area will also host select limited editions, such as Yamazaki 18 Years Mizunara and Hibiki’s collaborative release with contemporary artist Hiroshi Senju.

On the right, the brand’s premium white spirits – including Toki Whisky, Roku Gin and Haku Vodka – are presented together, supported by a dedicated sampling zone and an ‘Art of Gifting’ station offering personalised gift cards with purchase.

“The unveiling of this exceptional new shop-in-shop exemplifies the visionary spirit of our partnership with Heinemann Oceania,” said Ashish Gandham, Managing Director, Travel Retail, Suntory Global Spirits. “Meticulously crafted for Sydney International Airport, this stunning space offers an immersive journey into the artistry of luxury Japanese spirits, inspiring travellers while driving transformative growth for our category.”

Brands include The House of Suntory’s prestige whisky labels, including Yamazaki, Hibiki and Hakushu.

Heinemann Asia Pacific Regional Purchasing Director, Ranjith Menon, added: “The opening of The House of Suntory shop-in-shop at Heinemann Tax and Duty Free at Sydney International Airport reflects our shared commitment to premium, experiential retail environments. This initiative is a significant step forward in our joint ambition to drive visibility and growth within the premium spirits category in one of the most dynamic airports in the region.”

The concept aims to serve as a blueprint for future House of Suntory retail developments in global travel retail, as the brand continues to expand its footprint in key international airports.

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