Suntory Global Spirits on TREX Kogei Collection and new era of growth

By Faye Bartle |

In this video interview, filmed on location during the TFWA Asia Pacific Exhibition & Conference in Singapore this week, Ashish Gandham, Global Travel Retail Managing Director for Suntory Global Spirits, tells us more about the high-profile GTR exclusive Yamazaki and Hakushu Kogei Collection (2024 Japanese Kimono Edition).

TRBusiness, in partnership with The Bluedog Group, caught up with Gandham following an immersive whisky masterclass at Wakuda Restaurant & Bar, Marina Bay Sands, on Monday evening led by House Of Suntory Brand Ambassador James Bowker.

We enjoyed a guided tasting of the single malts – the Yamazaki Peated Malt Spanish Oak and the Hakushu Peated Malt Spanish Oak – which are a fusion of peated malt and Spanish oak (RRSP US$205 for 700ml).

Plus, we were able to learn more about the collection, which launched in April at the House of Suntory’s debut travel retail shop-in-shop boutique at Singapore Changi Airport’s Terminal 3, and is now being introduced into selected airport doors worldwide.

On top of Changi, locations include Dubai International, London Heathrow, Los Angeles International, Paris CDG, Frankfurt, Amsterdam Schiphol, Istanbul, Shanghai, Beijing Capital International, Hainan, Hong Kong International, Taipei Taoyuan, Seoul Incheon, Delhi Indira Gandhi International, Mumbai Chhatrapati Shivaji Maharaj International, Hamad International, Sydney, Melbourne and Bangkok Suvarnabhumi.

The first high-profile outpost installation to support the launch will go live at Dubai International at the end of May, followed by Singapore Changi and London Heathrow in July.

Smaller-scale airport activations are also planned for Los Angeles, Shanghai, Hainan, Doha, Sydney, Paris and Delhi.

Created in partnership with selected traditional Japanese artisans, this limited edition collection will be refreshed every two years with new packaging designs.

“This is a momentous occasion for us,” said Gandham. “What is so special about these whiskies is that we are looking at our history and bringing some elements of traditional whisky-making art, but also looking to the future and experimenting and bringing the craftsmanship of whisky-making to the fore.”

Also in this interview, Gandham gives us an insight into the significance of the company’s recent rebrand, from Beam Suntory to Suntory Global Spirits.

The news comes as the company marks 10 years since Suntory Holdings acquired Beam Inc. in 2014.

The global travel retail channel is set to play a key role for the group as it eyes its next decade of growth.

For starters, Gandham reveals what to expect from the premium spirits giant during the second half of 2024.

READ MORE: Suntory reveals new exclusive whiskies for Bowmore Timeless series

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READ MORE: Suntory Global Spirits marks new era with stellar Singapore showcase

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