Suntory Global Spirits has unveiled a pop-up Japanese whisky store alongside a permanent shop at Paris Charles de Gaulle airport.
Located in different terminals, the two outlets offer tastings, food pairings and “sensory experiences” featuring whisky marks Hibiki, Yamazaki and Hakushu. The permanent installation also includes an ‘education area’ and a display of the company’s full portfolio of Japanese whiskies.
Organised by the House of Suntory business unit, the pop-up store is also selling bottles wrapped in a limited-edition ‘furoshiki’ decorative cloth (below). Global Drinks Intel has enquired about how long the temporary installation will be open for.
“This activation represents an important milestone for The House of Suntory in travel retail, bringing together Japanese craftsmanship, cultural storytelling and elevated shopper experiences in one of Europe’s most iconic airports,” said Suntory Global Spirits’ global travel retail GM, Ashish Sagar.
Last month, Suntory Global Spirits released details of the debut global marketing push – and brand ambassador – for Hibiki. Pachinko and Shōgun actor Anna Sawai, who also fronts an advert for the brand, was named as the whisky’s first global ambassador.
