Suntory Global Spirits has opened a new shop-in-shop boutique, which showcases premium spirits from The House of Suntory portfolio, at Frankfurt Airport Terminal 1’s B-West store. It is the group’s first House of Suntory shop-in-shop in Europe, and yet another milestone for the brand in the travel retail channel.
The store – operated by Frankfurt Airport Retail, the joint venture between Fraport Group and Gebr. Heinemann – reopened last year as a new ‘World of Fine Taste’ experience.
The official shop-in-shop opening took place on 30th January. The ribbon-cutting ceremony was attended by special guests from all key stakeholders.
To celebrate the opening, on 30th and 31st January, specialist Brand Ambassadors were on hand to help travellers discover The House of Suntory portfolio through tastings, and learn more about Suntory’s heritage and whisky-making legacy.
Championing the Japanese spirits category
As a flagship retail destination for the liquor category, the store is the ideal location for this first personalised Japanese spirits space in Frankfurt Airport, a sector led by The House of Suntory, which has been pioneering fine Japanese whisky since 1923.
The new boutique incorporates The House of Suntory’s signature merchandising design features, inspired by harmony with Japanese nature and elevated by Japanese craftsmanship (Monozukuri).
Lightboxes and a screen displaying eye-catching images of Japan’s beautiful landscape and different seasons further illustrate the House’s harmonious balance with Japanese nature and traditions.
A showcase for luxury spirits
The new high-profile Frankfurt space features a curated selection of The House of Suntory’s luxury Hibiki, Yamazaki and Hakushu whiskies. Highlights include rare exclusives such as Hibiki 40 Year Old – an extraordinary blend of high-quality Japanese whiskies from Suntory’s globally acclaimed distilleries – Yamazaki,
Hakushu, and Chita – each matured for over 40 years and meticulously blended to create a full orchestra of flavours and aromas. Only 400 bottles of the ultra-luxury Hibiki 40 Year Old have been released globally, underlining the calibre of the Frankfurt boutique’s portfolio.
The offer will also include other sought-after releases such as the GTR exclusive Kogei Collection, and the limited edition Tsukuriwake Series. Premium offerings from the House’s Toki and Chita whiskies will be spotlighted through a premium Japanese garden-themed merchandising pillar, alongside other Japanese spirit categories, notably Roku Gin and Haku Vodka.
The Frankfurt shop-in-shop boutique is the latest iteration of the long-standing and successful partnership between Suntory Global Spirits and Gebr. Heinemann. As with previous collaborations, both teams have worked together to elevate the customer experience, enhance the category through executional excellence, and offer travellers an exceptional in-store selection.
“The opening of this new shop-in-shop is a testament to our strong collaboration and long-term partnership with Gebr. Heinemann,” noted Gareth Jones, General Manager GTR Suntory Global Spirits. “The space has been curated for Frankfurt Airport and offers travellers a unique sense of luxury, storytelling and Japanese culture.”
“Step into our newly opened shop-in-shop boutique and embark on a journey of inspiration,” commented Gebr. Heinemann Head of Buying Spirits Manuel Schilling. “Our partnership with Suntory Global Spirits brings [travellers] an unparalleled experience that combines luxury with the essence of Japanese craftsmanship.”
“We are excited to delight our customers with the unique combination of various flavours and aromas from the House of Suntory,” added Frankfurt Airport Director Gordana Shiel. “With authentic Japanese spirits, we bring a piece of Japanese nature into the bustling environment of the airport, inviting our customers to immerse themselves, indulge their senses, and take their taste buds on a special journey.”
