Suntory Global Spirits has partnered with Gebr. Heinemann to create a high-profile activation to support the launch of The House of Suntory’s Roku Sakura Bloom Edition gin.

The eye-catching pop-up, which covers 12sq m, is running in Frankfurt Airport’s T1 A+Z Non-Schengen Departure Area from 1 April-31 May. It follows on from the highly successful 2023 Roku activation with Gebr. Heinemann, which also took place at Frankfurt Airport.

Inspired by the Sakura flower and world-renowned Hanami Festival, Roku Sakura Bloom Edition is the brand’s first limited-edition gin. It is also the first release in the Roku Gin Festival Collection – a global series inviting gin drinkers to experience the pinnacle of every season. This limited-edition release aims to capture the peak of spring and Japan’s iconic cherry blossom season – including the internationally renowned Hanami Festival – through the soft and elegant floral taste of the Sakura blossom.

Roku Sakura Bloom Edition (43% ABV) will be available for a limited time only in selected airport doors. The RRSP is US$32 for 700ml.

Light, open and inviting, the Frankfurt activation incorporates a pretty pink pastel colour scheme. It is decorated extensively with pink blossom floral displays, designed to evoke the famous Hanami “flower watching” festivals.

Prominent visuals and merchandising showcase the Roku Gin Sakura Bloom Edition branding, and its limited-edition status. Travellers who purchase two bottles receive an exclusive Japanese Knot Bag GWP that features the Roku Sakura Bloom design.

Suntory Global Spirits Brand Marketing Director Global Travel Retail Manuel Gonzalez said: “We are thrilled to collaborate once again with our valued partner Gebr. Heinemann to celebrate this inaugural Roku limited edition gin. We see plenty of potential within the premium gin category, and are confident that this eye-catching animation will boost awareness – and create plenty of ‘buzz’ – at this key location.”

Frankfurt Airport Retail Head of Category Management and Marketing Niclas Lammers commented: “The Frankfurt pop-up has really brought this launch to life, perfectly encapsulating the freshness and brightness of the ephemeral spring cherry blossom season – and the spirit of this very special premium release. We are very happy to be able to present this special feature to travellers at Frankfurt Airport and thus turn travel time into valuable time.”

Bastian-Philipp Müller, Head of Buying Spirits at Gebr. Heinemann noted: “At Gebr. Heinemann, we are dedicated to continuously presenting travellers with unique products that showcase exceptional craftsmanship. One such product is the limited-edition gin from our trusted partner, Suntory Global Spirits. While gin has been predicted to lose relevance in recent years, this is a testament to the fact that gin still has stable sales and is popular with consumers. We are delighted to present this exceptional gin in travel retail, providing it with a prominent platform through a high-profile activation in Frankfurt.”