The House of Suntory, the founding house of Japanese whisky, has expanded its presence at Paris Charles de Gaulle (CDG) Airport with the opening of its first-ever pop-up at Terminal 1 and its first permanent brand space at Terminal 2, developed in partnership with Lagardère Travel Retail and Extime Duty Free. Together, the two initiatives showcase the craftsmanship and heritage of The House of Suntory.
The House of Suntory Pop-Up at Paris Charles de Gaulle
Located within one of Terminal 1’s premier retail environments, the 5m x 3m House of Suntory pop-up invites travelers to discover Japanese craftsmanship, cultural storytelling and omotenashi-inspired hospitality through immersive tastings and sensory experiences featuring iconic whiskies Hibiki, Yamazaki and Hakushu.
“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,” commented Ashish Sagar, General Manager GTR at Suntory Global Spirits.
The pop-up features three distinct zones showcasing prestige expressions from the Vintage and Luxury Collections, including Hakushu 18 Years Old, Hibiki 21 Years Old, Yamazaki 18 Years Old, Yamazaki 12 Years Old, Hibiki Harmony Master Select and Hakushu 12 Years Old, alongside educational content, new product innovations and the Hibiki 12 Years Old Travel Exclusive Series. At the heart of the experience, a central showcase celebrates Hibiki as a global icon of Japanese artistry through guided tastings, storytelling and curated food pairings inspired by the spirit of omotenashi.
Experiencing the Art of Japanese Gifting
The space brings the art of Japanese gifting to life through authentic furoshiki wrapping – the centuries-old Japanese practice of wrapping and presenting gifts in decorative cloth, transforming gift presentation into an expression of care, respect and intention. Exclusive to the Paris CDG pop-up, a limited-edition furoshiki design combines Japanese tradition with French cultural elegance, reinforcing collectability and a strong sense of place.
Expanding The House of Suntory Presence Permanently at Paris Charles de Gaulle Airport
Complementing the pop-up, Suntory Global Spirits has also introduced the first permanent House of Suntory brand space at Paris CDG Terminal 2. Located within the LSM4 store – one of the airport’s largest and highest traffic spaces – this strategic placement further strengthens the prominence of Japanese whisky within the airport.
This permanent installation highlights a curated assortment that spans the company’s most prestigious expressions across three distinct zones, each designed to guide shoppers seamlessly from discovery through purchase:
· Illuminated lightboxes highlight key expressions and launches, creating strong visual impact and a heightened sense of discovery.
· The Central Brand and Education Area anchors the installation, centering Hibiki as a global icon alongside Yamazaki, Toki and Roku. Beautiful visuals and information cards communicate the unique characteristics of each expression. An educational module reinforces Suntory’s position as The Founding House of Japanese Whisky.
· The Portfolio Display presents the full House of Suntory portfolio within a structured, premium layout, ensuring strong visibility, ease of navigation and clear pathways to purchase.
Through this permanent presence, The House of Suntory continues to strengthen its leadership in Japanese whisky at Paris CDG, creating a premium retail environment that inspires discovery and deepens engagement with the category.
