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The House of
Suntory expands presence at Paris
Charles de Gaulle with new pop-up and
permanent brand space.
The House of Suntory, the founding house
of Japanese whisky, has strengthened its
presence at Paris Charles de Gaulle (CDG)
Airport with the opening of its first
pop-up in Terminal 1 and its first
permanent brand space in Terminal 2.
Developed in partnership with Lagardère
Travel Retail and Extime Duty Free, the
two activations showcase the
craftsmanship, heritage and hospitality
that define The House of Suntory.
The House of Suntory Pop-up at Paris
Charles de Gaulle
Located in one of Terminal 1's premier
retail locations, the 5m x 3m House of
Suntory pop-up invites travelers to
experience Japanese craftsmanship,
cultural storytelling and omotenashi-inspired
hospitality through immersive tastings
and sensory experiences featuring
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 is designed around three
dedicated zones that showcase 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, product innovations and the
Hibiki 12 Years Old Travel Exclusive
Series.
At the heart of the experience, a
central display celebrates Hibiki as a
global symbol of Japanese artistry
through guided tastings, storytelling
and curated food pairings inspired by
the spirit of omotenashi.
Celebrating the Art of Japanese Gifting
The pop-up also introduces travelers to
the Japanese tradition of furoshiki—the
centuries-old practice of wrapping gifts
in decorative cloth—transforming gift
presentation into an expression of care,
respect and intention. Created
exclusively for Paris CDG, a
limited-edition furoshiki design blends
Japanese tradition with French elegance,
reinforcing both collectability and a
strong sense of place.
A Permanent House of Suntory Presence at
Paris Charles de Gaulle
Complementing the pop-up, Suntory Global
Spirits has also unveiled its first
permanent House of Suntory brand space
at Paris CDG Terminal 2. Located within
the LSM4 store—one of the airport's
largest and busiest retail
environments—the installation further
elevates the visibility of Japanese
whisky within the airport.
The permanent space features a curated
portfolio presented across three
distinct areas designed to guide
shoppers from discovery through
purchase:
- Illuminated
lightboxes showcase key expressions
and new launches, creating a
striking visual presence and
encouraging exploration.
- The Central
Brand & Education Area places Hibiki
at the forefront alongside Yamazaki,
Toki and Roku. Product information
and brand storytelling highlight the
distinctive qualities of each
expression, while an educational
module reinforces Suntory's position
as The Founding House of Japanese
Whisky.
- The
Portfolio Display presents the full
House of Suntory range in a premium,
easy-to-navigate layout that
enhances visibility and supports
shopper engagement.
Together, the
pop-up and permanent brand space
reinforce The House of Suntory's
commitment to elevating the Japanese
whisky category in travel retail,
creating engaging experiences that
inspire discovery while showcasing the
brand's craftsmanship, heritage and
premium portfolio at one of Europe's
busiest international gateways.
If you have no travel plans in the near
future you will find the House of
Suntory domestic whisky range available from specialist online whisky
shops such as
The Whisky Exchange
and
Master of Malt
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